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Consumers’ Preferences for Processed Milk – a Study in Mymensingh Town

F. A. Mila
Department of Agricultural Marketing & Business Management, Sylhet Agricultural University, Sylhet-3100, Bangladesh

S. K. Raha
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh-2202, Bangladesh.

Abstract/ Executive Summary:

The study examined the consumer preference for processed milk in Mymensingh town. The study was mainly based on primary data in which 40 consumers were purposively selected from Mymensingh town. In the study, preference of consumers for processed milk i.e. powder milk, condensed milk and pasteurized milk were investigated. Consumers’ preference for processed milk was ascertained through a 4-point numerical rating scale. The consumers highly preferred powder milk and the computed preference index of powder milk was 80. The computed preference index of pasteurized milk was 71. The computed preference index of raw milk was 54. The lowest preference of consumers was for condensed milk and the computed preference index of condensed milk was 36. The study revealed that Milk Vita has ranked first (90) followed by Diploma (85), Dano (81), Arong (68) and Red Cow (61) were the major brands preferred by the consumers. On the other hand, Danish (36), Nido (34), Starship (34), Marks (27) and Farmland (26) were less preferred for consumption of processed milk. The relationship between the factors that influencing consumer’s preferences and their preferences of processed milk was also explored. Spearman rank correlation coefficient test was used to explore relationship between the variables. The monthly income of the family, price level, taste level, fat content, nutritional value and attitudes towards processed milk of the consumers were significantly related with their preferences of processed milk while the other factors (age, family size, education level) were not significantly related.

Keywords: Processed milk, Consumer preference, Spearman rank correlation coefficient test

Location: Mymensingh town

Start Date: 00-02-2009

End Date: 00-03-2009

Program Area: Postharvest and Agro-processing

Commodity: Milk

Objectives:

The specific objective of the study is to asses consumers’ preferences for processed milk.

Methodology:

Mymensingh town was considered as the typical towns in terms of consumption of processed milk as large number of educational institutions are located here. So, Mymensingh town was selected for this study. Purposive sampling technique was used for selection of respondents of this study. The researcher was required to draw samples of consumers from the different stages to meet the objectives of the study. In the study, 40 consumers were selected purposively. Selected respondents were interviewed directly with the help of pre-tested survey schedules during February to March, 2009. Collected data were checked and cross checked before transferring to the computer. In analyzing the data, tabular and statistical methods were used to fulfill the objectives of the study. Variables of the study and their management For clear understanding about consumers preferences for different types of processed milk, 4-point numerical rating scales were used. The processed milk consists of three types such as powder milk, pasteurized milk and condensed milk. The powder milk also consists of 8 brands. These were Dano, Diploma, Starship, Nido, Fresh, Red Cow, Marks, and Farmland. Again the pasteurized milk consists of 4 brands. These were Milk Vita, Arong, Aftab and Pran. The condensed milk consists of only 2 brands. These were Danish and Starship sweetened condensed milk. In all relationships, two kinds of variables are identified, one is the dependent variable and the other is the independent variable. An independent variable is that factor, manipulated by the experimenter, in his or her attempt to ascertain the relationship with an observed phenomenon. A dependent variable is that factor which appears, disappears or varies as the experimenter introduces, removes or varies the independent variable (Townsend, 1953). For clear understanding of preference of consumers towards processed milk a detailed brand-wise preferences as well as rank order were computed in the present study. Spearman rank correlation coefficient was used to measure the extent of preference and to determine the relationship between preference of processed milk and the factors influencing consumers’ preferences. Measurement of independent variables: Nine selected factors that influencing the consumers to purchase processed milk were the independent variables of this study. These were age, level of education, family size, monthly income of the family, price level of processed milk, taste of processed milk, nutritional value of processed milk, fat content of processed milk and consumers’ attitude towards processed milk. Age: Age of a consumer was measured in terms of actual years from his/her birth to the time of interview on the basis of his/her statement. A score of one (1) was assigned for each years of his/her age. Level of education: The education of a consumer was measured on the basis of his/her level of education in the educational institutions. It was expressed in score. A score of one was given for passing each level in educational institution. For example, if a respondent had the education equal to or equivalent of class VII, his education score was taken as 7. Family size: The family size was measured by the number of family members of a consumer. The family members included the respondent, his/her spouse (if any) and other dependent members. A score of one was assigned for each member of the family. Monthly income of the family: This refers to the total earning in taka of all the family members of a respondent in a month. Family income was measured in ‘thousand’ taka and a score was given to one thousand taka. Price level of processed milk: Price level of processed milk was measured by the scoring which was done in the following manner. Nutritional value of processed milk: On the basis of consumers’ opinion, nutritional value of processed milk was measured by their preference of nutritional value of processed milk i.e. highly nutritious means high preference, moderately nutritious means moderately preferred and low nutritious means little preference. Fat content of processed milk: From consumers view, fat content of processed milk was measured by the preference level of fat content of processed milk i.e. high fat content means high preference, moderate fat content means moderately preferred and low fat content means low preference. Consumers attitude towards processed milk: For measuring consumers attitude towards processed milk 5 statements were used. The answers to these statements were yes or no. Score 0 was assigned for no and score 1 was assigned for yes. Thus the consumers’ attitude towards processed milk was obtained by adding the score of all 5 items and it ranged from 0 to 5, 0 indicating no favourable attitude towards processed milk and 5 indicating very favourable attitude towards processed milk. The following five questions were used to measure attitude towards processed milk. Measurement of dependent variables Preferences of processed milk were dependent variable for this study. To measure the preference of processed milk of a consumer 14 selected brands of processed milk were identified during pre-testing of the interview schedule. A 4-point numerical rating scale was developed to explore the extent of preference of processed milk.

Source of Information: J. Bangladesh Agril. Univ. 10(2): 267–276, 2012, ISSN 1810-3030

Article Link (Online Journal):

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

The study reveals that the level of preferences for processed milk to consumers was significant. So, there is a good opportunity for the development of the marketing system of processed milk by increasing domestic production of milk as well as reduction of dependency on imported processed milk. In the wake of the recent controversy over toxic melamine in milk, the best way to meet the milk demand is to expand dairy production at farm and household levels.

Knowledge Management: Journal