Factors Affecting Consumers' Dairy Products Preferences

Sina Ahmadi KalijiSeyed Mojtaba MojaverianHamid AmirnejadMaurizio Canavari

DOI 10.7160/aol.2019.110201
No 2/2019, June
pp. 3-11

Ahmadi Kaliji, S., Mojaverian, S. M., Amirnejad, H. and Canavari, M. (2019) “Factors Affecting Consumers' Dairy Products Preferences", AGRIS on-line Papers in Economics and Informatics, Vol. 11, No. 2, pp. 3-11. ISSN 1804-1930. DOI 10.7160/aol.2019.110201.

Abstract

Choice models represent a valid approach for the analysis of consumers’ preferences as these models offer an opportunity to investigate many aspects that influence consumer behaviour. This study with the purpose of investigating consumers’ preferences and their affecting factors were conducted by using the nested logit model in Sari, Iran in 2018. The results revealed that yoghurt, milk and cheese had the most preferences among the dairy products and consumers had more tendencies towards using low fat than full-fat dairy products. The results of factors affecting dairy products choice indicated that price and family cost decreased the probability of products being chosen, and age, education and attention to exercise variables increased this probability. Marketing mixed variables (4p) also had a significant effect on the choice of dairy products.

Keywords

Consumer preferences, nested logit model, marketing mix, dairy products.

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