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. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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).
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. Eline D'Haene & Juan Tur Cardona & Stijn Speelman & Koen Schoors & Marijke D'Haese, 2021. "Unraveling preferences for religious ties in food transactions: A consumer perspective," Agricultural Economics, International Association of Agricultural Economists, vol. 52(4), pages 701-716, July.
    12. Javid Jouzdani & Mohammad Fathian & Ahmad Makui & Mehdi Heydari, 2020. "Robust design and planning for a multi-mode multi-product supply network: a dairy industry case study," Operational Research, Springer, vol. 20(3), pages 1811-1840, September.
    13. Klerkx, Laurens & Nettle, Ruth, 2013. "Achievements and challenges of innovation co-production support initiatives in the Australian and Dutch dairy sectors: A comparative study," Food Policy, Elsevier, vol. 40(C), pages 74-89.
    14. Hussain, Safdar & Ahmed, Wasim & Rabnawaz, Ambar & Jafar, Rana Muhammad Sohail & Saqib, Zulkaif Ahmed & Ullah, Sana & JianZhou, Yang, 2016. "Client Intentions and Buying Behavior with Regard of Dairy Products-Review," MPRA Paper 70383, University Library of Munich, Germany.
    15. Loic Levi & Laure Latruffe & Aude Ridier, 2019. "Farm performance and investment decisions: evidence from the French (Brittany) dairy sector," Working Papers hal-02077531, HAL.
    16. Bobojonov, Ihtiyor & Teuber, Ramona & Oshakbayev, Dauren & Glauben, Thomas, 2015. "Agrifood sector transformation and its implications on development of small farmers in Kazakhstan," 2015 Conference, August 9-14, 2015, Milan, Italy 211357, International Association of Agricultural Economists.
    17. Gian Nicola Francesconi & Ruerd Ruben, 2012. "The Hidden Impact of Cooperative Membership on Quality Management: A Case Study from the Dairy Belt of Addis Ababa," Journal of Entrepreneurial and Organizational Diversity, European Research Institute on Cooperative and Social Enterprises, vol. 1(1), pages 85-103, December.
    18. Boniface, Bonaventure & Umberger, Wendy J., 2012. "Factors influencing Malaysian consumers’ consumption of dairy products," 2012 Conference (56th), February 7-10, 2012, Fremantle, Australia 124243, Australian Agricultural and Resource Economics Society.
    19. Hadi Khan & Vatcharapol Sukhotu, 2020. "Influence of media exposure and Corporate Social Responsibility compliance on customer perception: The moderating role of Firm's reputation risk," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2107-2121, September.
    20. Van Huong, Vu & Mai, Yong & Hau, Bui Duc & Cuong, Ly Kim & Van Dao, Le, 2023. "Do firm characteristics in their local context promote corporate ecological and social responsibility? Evidence from a multi-hierarchical analysis," International Review of Economics & Finance, Elsevier, vol. 85(C), pages 722-743.

    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.