Perpustakaan Digital ITB

This study was conducted to explore the effectsof various economic and demographic factors on consumer attitudes towards fresh milk. Data were collected from different areas of Faisalabad city by conducting a consumersurvey using a well-designed questionnaire. For better reflection of the demographic and socio-economic characteristics of the respondents, the descriptive statistics were employed in the form of frequencydistribution. Multiple regression model was employed to investigate the impact of various factors including milk price, family income, household education, number of children in the family and family size on milk consumption. Results indicated that around 92 percent of the respondents were male, and 8 percent were females; most ofthe respondents were educated as 30 percent were matriculated, 39 percent were graduate, and23 percent held the master’s degree. Withrespect to the levelof income, 36 percent of the respondents had an in come ranging from Rs.15000 to Rs. 25000; whereas 26 percent had income greater than Rs. 55,000. Regression results indicatedthat milk price had a negative impact on milk demand, i.e., 1 percent increase in milk price reduces demand by 10 percent; 1 unitincrease in the family size increasemilk consumption by 0.08 percent; 1 unit increase in the education level of households increasethe demand for milk by 0.06 percent. Further, respondent age, cost, usage, andnutrition-relatedattitudinal factor also showed significant impact onmilk consumption levels. As the study findings indicatethat mostly well-educated people prefer fresh milk, therefore, fresh milk providers should modify their targeting strategies from undifferentiated to differentiated which will enable them to provide a better service and earn a reasonable profit