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Traditional attributes moo-ve over for some consumer segments: Relative ranking of fluid milk attributes.
- Source :
-
Appetite . Mar2019, Vol. 134, p162-171. 10p. - Publication Year :
- 2019
-
Abstract
- Due to the decrease in fluid milk consumption as a beverage in the United States, the importance for dairy industry stakeholders to understand attribute preferences for consumer segments has increased. This paper uses a representative sample of U.S. residents to determine shopping behavior and a Best-Worst experimental design to examine consumer preferences for select milk attributes. The Random Parameters Logit model revealed the largest preference shares were for price (19.1%), fat content (17.6%), and humane handling (16.1%). Segmentation of the respondents was analyzed using a Latent Class Model, and the demographics of segments were analyzed by probabilistic assignment. This contribution, which may be applied to other products, allows for a detailed understanding of consumer preferences for fluid milk. Demographics such as gender and age were not statistically different across the five classes for this topic, unlike shopping behavior. Class 2 was named "The Balancing Act" due to respondents' balance between animal welfare aspects and the physical characteristics of milk. Class 5 was dubbed "Value and Volume" due to large preference shares for price and container size. A lower percentage of respondents in "The Balancing Act" (12.2%) reported purchasing fat-free skim milk when compared to the percentage of respondents in "Value and Volume" (18.6%). Due to the large preference shares for traditional milk attributes, Class 3 was named "Traditional Milk Shoppers." A higher percentage of respondents in "Value and Volume" also reported always reading the information on meat, egg, or milk products when compared to "Traditional Milk Shoppers" (12.2%). Although price is still important to many consumers, certain segments have preferences or demand for other attributes that may be satisfied by producers to increase market share or price premiums. [ABSTRACT FROM AUTHOR]
- Subjects :
- *BEVERAGES
*SKIM milk
*CONSUMER preferences
*ANIMAL welfare
*MARKET share
Subjects
Details
- Language :
- English
- ISSN :
- 01956663
- Volume :
- 134
- Database :
- Academic Search Index
- Journal :
- Appetite
- Publication Type :
- Academic Journal
- Accession number :
- 134597595
- Full Text :
- https://doi.org/10.1016/j.appet.2018.12.007