IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2024-04-17.html
   My bibliography  Save this article

What Factors Drive Consumer Preference of Dairy Products with Education as Moderator? An Empirical Approach

Author

Listed:
  • R. Rekha

    (Research Scholar, Department of Commerce, Government Arts and Science College, Mettur, Tamil Nadu, India)

  • K. Maruthamuthu

    (Periyar University, Salem, India)

Abstract

The primary goals of this study are to determine the key variables that lead consumers to favour milk products and to assess the degree of consumer knowledge in India. In this study, convenience sampling under the non-probability sampling approach is used to collect data from Indian customers using a structured questionnaire. A multiple-regression model is used to explain consumer choice, and then an analysis of variance (ANOVA) is performed to reveal any significant differences between the factors influencing customer preference for dairy products. An analysis of the variables influencing customers' purchasing decisions about milk and its products is conducted. The findings indicated that the main variables affecting the decision to purchase milk products are availability, price, quality, and health consciousness. Age, monthly income, and family size were significantly correlated with the amount of milk consumed. This study aids marketing managers in formulating marketing plans that take into account customer preferences, availability, quality, affordability, and health consciousness. The research conclusion addresses consumer likelihood in addition to being beneficial for the entrepreneurial viewpoint. Even if the study presents Indian consumers' opinions, it restricts the likelihood of the west. Numerous dairy products remain undiscovered due to resource limitations, potentially expanding the area of future study.

Suggested Citation

  • R. Rekha & K. Maruthamuthu, 2024. "What Factors Drive Consumer Preference of Dairy Products with Education as Moderator? An Empirical Approach," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 161-168, July.
    • Handle: RePEc:eco:journ3:2024-04-17
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/16315/8060
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/16315
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jalal Rajeh Hanaysha, 2018. "An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market," PSU Research Review, Emerald Group Publishing Limited, vol. 2(1), pages 7-23, February.
    2. Solano, C. & Leon, H. & Perez, E. & Tole, L. & Fawcett, R.H. & Herrero, M., 2006. "Using farmer decision-making profiles and managerial capacity as predictors of farm management and performance in Costa Rican dairy farms," Agricultural Systems, Elsevier, vol. 88(2-3), pages 395-428, June.
    3. Yang, Rui & Tang, Wansheng & Dou, Mengdi & Zhang, Jianxiong, 2021. "Pricing and investing in co-creation with customers for a duopoly," International Journal of Production Economics, Elsevier, vol. 237(C).
    4. Francesconi, Gian Nicola & Heerink, Nico & D'Haese, Marijke, 2010. "Evolution and challenges of dairy supply chains: Evidence from supermarkets, industries and consumers in Ethiopia," Food Policy, Elsevier, vol. 35(1), pages 60-68, February.
    5. Yung‐Fu Huang & Manh‐Hoang Do & Vimal Kumar, 2019. "Consumers' perception on corporate social responsibility: Evidence from Vietnam," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1272-1284, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Coppola, A. & Ianuario, S. & Chinnici, G. & Di Vita, G. & Pappalardo, G. & D'Amico, D., 2018. "Endogenous and Exogenous Determinants of Agricultural Productivity: What Is the Most Relevant for the Competitiveness of the Italian Agricultural Systems?," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 10(2).
    2. Gómez-Limón, José A. & Gutiérrez-Martín, Carlos & Riesgo, Laura, 2016. "Modeling at farm level: Positive Multi-Attribute Utility Programming," Omega, Elsevier, vol. 65(C), pages 17-27.
    3. Levi, Loïc & Latruffe, Laure & Ridier, Aude, 2019. "Farm performance and investment decisions: evidence from the French (Brittany) dairy sector," Working Papers 285033, Institut National de la recherche Agronomique (INRA), Departement Sciences Sociales, Agriculture et Alimentation, Espace et Environnement (SAE2).
    4. Yun-Cih Chang & Min-Fang Wei & Yir-Hueih Luh, 2021. "Choice of Modern Food Distribution Channels and Its Welfare Effects: Empirical Evidence from Taiwan," Agriculture, MDPI, vol. 11(6), pages 1-13, May.
    5. Zhou, Zhiyong & Wu, Yanhong & Xie, Qinghua, 2024. "Social responsibility, information technology, and high-quality development of mining enterprise using structural equation modeling (SEM)," Resources Policy, Elsevier, vol. 91(C).
    6. Mohammed Belal Uddin & Bilkis Akhter, 2022. "Investigating the relationship between top management commitment, supply chain collaboration, and sustainable firm performance in the agro-processing supply chain," Operations Management Research, Springer, vol. 15(3), pages 1399-1417, December.
    7. Percy Marquina & Vincent Charles, 2021. "A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(6), pages 1680-1699, November.
    8. Camila Kolling & José Luis Duarte Ribeiro & Donato Morea & Gianpaolo Iazzolino, 2023. "Corporate social responsibility and circular economy from the perspective of consumers: A cross‐cultural analysis in the cosmetic industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1226-1243, May.
    9. Bjorn Van Campenhout & Bart Minten & Johan F. M. Swinnen, 2021. "Leading the way – foreign direct investment and dairy value chain upgrading in Uganda," Agricultural Economics, International Association of Agricultural Economists, vol. 52(4), pages 607-631, July.
    10. Cheng, Ru & Tao, Lei & Wang, Qiang & Zhao, Xiande, 2023. "The impact of value co-creation orientation on radical service innovation: Exploring a serial mediation mechanism," International Journal of Production Economics, Elsevier, vol. 262(C).
    11. Berkhout, Ezra D. & Schipper, Robert A. & Kuyvenhoven, Arie & Coulibaly, Ousmane, 2009. "Does heterogeneity in goals and preferences affect allocative and technical efficiency? A case study in Northern Nigeria," 2009 Conference, August 16-22, 2009, Beijing, China 51676, International Association of Agricultural Economists.
    12. Xu, Xiaoyan & Choi, Tsan-Ming & Chung, Sai-Ho & Guo, Shu, 2023. "Collaborative-commerce in supply chains: A review and classification of analytical models," International Journal of Production Economics, Elsevier, vol. 263(C).
    13. Yung-Fu Huang & Abbott Po-Shun Chen & Manh-Hoang Do & Jen-Chieh Chung, 2022. "Assessing the Barriers of Green Innovation Implementation: Evidence from the Vietnamese Manufacturing Sector," Sustainability, MDPI, vol. 14(8), pages 1-14, April.
    14. Khadija Adnan & Noor Amjad & Ayesha Iftikhar & Asma Nisar, 2023. "Study of the Effect of Influencer Marketing on Consumer Purchase Intention with Medators Brand Awareness and Brand Reputation: Organic Skin Care Products in Pakistan," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 124-133.
    15. repec:lic:licosd:42221 is not listed on IDEAS
    16. Vayssières, Jonathan & Bocquier, François & Lecomte, Philippe, 2009. "GAMEDE: A global activity model for evaluating the sustainability of dairy enterprises. Part II - Interactive simulation of various management strategies with diverse stakeholders," Agricultural Systems, Elsevier, vol. 101(3), pages 139-151, July.
    17. Pham, Huong Dien & Waibel, Hermann, 2018. "Risk attitudes, knowledge, skills and agricultural productivity," TVSEP Working Papers wp-007, Leibniz Universitaet Hannover, Institute for Environmental Economics and World Trade, Project TVSEP.
    18. Agata Malak-Rawlikowska & Dominika Milczarek-Andrzejewska & Jan Fałkowski, 2019. "Farmers’ Bargaining Power and Input Prices: What Can We Learn from Self-Reported Assessments? 1," Social Sciences, MDPI, vol. 8(2), pages 1-13, February.
    19. Nuthall, Peter, 2009. "Modelling the origins of managerial ability in agricultural production," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 53(3), pages 1-24.
    20. Kebebe, E., 2019. "Bridging technology adoption gaps in livestock sector in Ethiopia: A innovation system perspective," Technology in Society, Elsevier, vol. 57(C), pages 30-37.
    21. Arora, Poonam & Bert, Federico & Podesta, Guillermo & Krantz, David H., 2015. "Ownership effect in the wild: Influence of land ownership on agribusiness goals and decisions in the Argentine Pampas," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 58(C), pages 162-170.

    More about this item

    Keywords

    Dairy Products; Education; Customer Preference; Attributes; Marketing; Quality;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2024-04-17. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.