factors influencing customers preference regarding milk products

Factors Influencing Customers

Preference

Regarding Milk Products

Factors Influencing Customers Preference Regarding Milk Product

ABSTRACT

Milk is a whitish liquid containing proteins, fats, lactose, and various vitamins and

minerals that is produced by the mammary glands of all mature female mammals after

they have given birth and serves as nourishment for their young. The milk of cows, goats,

or other animals, used as food by humans. The population was milk consumer all over the

world. 81 samples were taken from the population and responses were taken online by

questionnaire. We have compiled all factors influencing consumer preference regarding

milk products. Mostly, data regarding topic was collected by research paper review. Then

framework is generated by using paramount variables regarding topic “Factors

Influencing Customers Preference Regarding Milk Product” and then framework is

supported by respective possible hypotheses.

COMSATS Institute of Information Technology. 1


ACKNOWLEDGEMENT

We are heartily thankful to our supervisor, Mr. Muhammad Rashid, whose

encouragement, guidance and support from the initial to the final level enabled us to

develop an understanding of the subject. Lastly, we offer our regards to all of those who

supported us in any respect during the completion of the project.



TABLE OF CONTENTS

1. Introduction:..................................................................................................................4

2. Variable Identified:........................................................................................................9

3. Variable Specification:................................................................................................10

3.1. Adulterated Milk:....................................................................................................10

3.2. Diet Conscious:.......................................................................................................10

3.3. Religion:..................................................................................................................10

3.4 Market Forces:.........................................................................................................10

3.5 Purchasing Power:....................................................................................................10

3.6. Disease:...................................................................................................................11

3.7. Doctor's Prescription:..............................................................................................11

3.8. Geography /Area:....................................................................................................11

3.9 Rumor:.....................................................................................................................11

4. Theoretical Framework & Hypotheses Generation:................................................12

4. Population & Sample:.................................................................................................13

5. Method of Data Collection:.........................................................................................13

6. Specimen of Questionnaire:........................................................................................14

7. Questionnaire Response:.............................................................................................17

8. Statistical Method Of Analysis:..................................................................................23

9. Hypotheses:...................................................................................................................25

9.1. Null Hypothesis:.....................................................................................................25

a) Directional Hypothesis:.....................................................................................25

b) Non directional Hypothesis:..............................................................................25

9.2. Alternative Hypothesis:...........................................................................................25

a) Directional Hypothesis:.....................................................................................25

b) Non directional Hypothesis:..............................................................................25

10. Reference:...................................................................................................................27



1. Introduction:

Milk is a whitish liquid containing proteins, fats, lactose, and various vitamins

and minerals that is produced by the mammary glands of all mature female mammals

after they have given birth and serves as nourishment for their young. Milk and dairy

products contain many nutrients and provide a quick and easy way of supplying these

nutrients to the diet within relatively few calories.

Milk, cheese and yogurt all provide the following beneficial nutrients in varying

quantities.

Calcium - for healthy bones and teeth

Phosphorous - for energy release

Magnesium - for muscle function

Protein - for growth and repair

Vitamin B12 - for production of healthy cells

Vitamin A - for good eyesight and immune function

Zinc - for immune function

Riboflavin - for healthy skin

Folate - for production of healthy cells

Vitamin C - for formation of healthy connective tissues.

Iodine - for regulation of the body's rate of metabolism (how quickly the body

burns energy and the rate of growth

1 glass of milk alone can make a contribution to the daily recommended intake of

many important nutrients for all age groups.



It is highly recommended to consume milk and dairy foods as part of a healthy

balanced diet. Consumption fo dairy has been associated with numerous health benefits.

There are many different varieties of milk available for consumption i.e. Whole

milk, Semi skimmed milk, Skimmed milk, 1% fat milk, Organic milk, Jersey and

Guernsey milk, Flavoured milk, Heat treated milks, Sterilised milk, UHT milk,

Evaporated milk, Condensed milk, Untreated (raw) milk, Filtered milks, Dried milk

powder etc. which influence the customers’ preference regarding milk products.

The milk of each species of animal is a complete food for its young. Moreover, one

pint of cow’s milk contributes about 90 percent of the calcium, 30 to 40 percent of the

riboflavin, 25 to 30 percent of the protein, 10 to 20 percent of the calories and vitamins A

and B, and up to 10 percent of the iron and vitamin D needed by a human adult.

Humans are the only free living animals that consume the milk of other species,

and do so even beyond weaning. Three quarters of adults in the world are lactose

intolerant, that is, lack the enzyme (lactase) needed to break down the sugar found in

milk (lactose); this makes them unable to digest milk properly and leads to more or less

serious digestive disorders.

Goodland stated that the nutritional profile of milk is similar to that of meat. Both

foods have similar amounts of saturated fat and protein. Like meat, milk completely lacks

the fiber and hundreds of phytochemicals which are contained in plant-based foods, and

which have been found to be protective against degenerative diseases such as coronary

heart disease and cancers. (Goodland, 2001)

Goodland stated that the production of meat and the production of milk are

strongly linked; one can be called a by-product of the other. The effects on health of an

increased consumption of milk and dairy products are similar to those of an increased

consumption of other animal products, such as meat and suet. While low-fat dairy

products might sound healthier, the fat removed in the manufacturing of such products is

never wasted, but is consumed as butter, cream, ice cream, or processed foods, so the net

positive effect on public health is zero. Scientific evidence is now available of the fact


http://www.britannica.com/EBchecked/topic/631026/riboflavin

http://www.britannica.com/EBchecked/topic/141194/cow

http://www.britannica.com/EBchecked/topic/287392/infancy

http://www.britannica.com/EBchecked/topic/382463/milk


that dairy products have no benefits which are not better obtainable elsewhere, and that

their consumption poses major risks that contribute to morbidity and mortality.

(Goodland, 2001)

Willet stated that it is commonly believed that the calcium content of cow's milk

makes it an essential food to prevent brittle bones, particularly for children. The problem

is that even though milk may be an efficient way to get calcium from food, it also comes

with a lot of negatives, particularly very high saturated fat content. As Professor Walter

Willett points out, 'drinking three glasses a day would be the equivalent of eating twelve

strips of bacon or a Big Mac and an order of fries'. (Willet, 2001).

Moreover, keeping bones strong depends more on preventing loss of calcium than

on boosting calcium intake. We regularly lose calcium from our bloodstream through

urine, sweat, and feces; this calcium then has to be replaced with calcium obtained from

foods or drawn from our bones. One major factor in calcium depletion is high-protein

diets, which cause more calcium to be lost through the urine. Of course diets rich in meat

and dairy products tend to exceed by far the recommended protein levels. (PCRM, 1999)

Dr Caroline Horwath stated in his research papers after conducted a research with

the aim of investigate factors that influencing milk and milk product consumption in

young and elderly women consuming less than two-thirds of the RDA for calcium. Semi-

structured, Open-ended interviews were conducted with 71 women over 70 years and 22

women aged 19–23 years. Questions addressed changes in milk and milk product intake,

and reasons for changes; perceptions of the likely effects of an increased intake of milk or

milk products on health; reasons for low consumption of milk or milk products; and

willingness to increase intake of various calcium-rich foods. The elderly low-calcium

consumers were identified from a nutrition and health study of all people over 70 years

residing in one New Zealand town. The young women were low-calcium consumers

identified from a university class of nutrition students. Older women were most likely to

perceive that increasing their milk or milk product intake would have either no effect on

their health or adverse effects on conditions such as diabetes, high blood cholesterol or

blood pressure, and heart problems. Although young women were more likely to perceive



potential health benefits from consuming more milk (and to a lesser extent milk

products), an increase in body weight was the reason given by all those who believed an

increased intake would be bad for them. Some 13–18% of women had been advised by

doctors to eliminate milk or milk products from their diet, usually for inappropriate

reasons. For both age groups, dislike was the most important reason for not consuming

more milk; however health concerns were the primary reason for not consuming more of

the other dairy products. There is need to actively counter misconceptions amongst both

women (particularly elderly women) and doctors, concerning adverse effects of milk or

milk products on health conditions. For young women, emphasis is needed that weight

control does not require the exclusion of milk or milk products from the diet. Programs

are required to increase awareness of the wide range of low-fat milks and milk products

now available, and of the potential benefits of these for bone health. (Dr Caroline

Horwath, 1995).

In 1993 Clark E. Grosvenor Frances Picciano and Craig R. Baumrucker. Stated in

their research papers that milk and colostrums contain a variety of proteins, peptides, and

steroids that possess biological activity. In studies in which the concentration of

hormone/growth factor has been measured in both colostrums and milk, the highest

concentrations occur in colostrums. This review will discuss pituitary, hypothalamic,

pancreatic, thyroid, parathyroid, adrenal, gonadal, and gut hormones as well as growth

factors, prostaglandins, and neuropeptides found in milk. Other biologically important

proteins and peptides in milk such as the immunoglobulin, allergens, opiates, enzymes,

casomorphins, and cyclic nucleotides will not be addressed. The reader is referred to

excellent recently published reviews regarding hormones and other bioactive substances

present in milk of the hormones and growth factors present in milk many exist in

concentrations that exceed those found in maternal plasma. Some are rapidly transported

into milk from the maternal circulation unchanged in structure and activity; others appear

to be modified by glycosylation, phosphorylation, and proteolysis within the mammary

gland and/ or milk. Several hormones [thyroid hormones, relaxin, PTHreleasing peptide

(PTHrP), estrogen, GnRH. PRL, growth factors [insulin-like growth factor (IGF),

epidermal growth factor (EGF)], and nonhormonal bioactive substances (lactoferrin,



transferrin, casomorphins) appear to be synthesized within the mammary gland as well as

transported from the maternal circulation. (Clark E. Grosvenor, et al. 1993).

In 1992 D. L. Palmquist , A. Denise Beaulieu , and D. M. Barbano stated in their

research paper published in Journal of Dairy Science that Genetic selection for increased

milk fat percentage leads to increased proportions of short-chain fatty acids in milk fat

and decreased proportions of long-chain fatty acids. Milk fat composition is strongly

influenced by stage of lactation; proportion of short chains (de novo synthesis) is low

initially and increases until at least 8 to 10 wk into lactation. Milk fat composition is

changed more by the amount and composition of dietary fat than any other dietary

component. Seasonal and regional differences in milk fat composition are measurable,

most likely because of local differences in feed supplies.

Milk fat composition can be modified readily by changing the feeding regimen.

The most significant changes in milk fat quality relate to rheological (melting) properties,

which influence numerous aspects of character and quality of manufactured dairy

products. Dietary fat fed to change milk fat composition may also influence contents of

protein, urea, citrate, and soluble calcium in milk and influence oxidative stability and

flavor. It is important for both dairy nutritionists and dairy food chemists to understand

the consequences of feeding programs on milk quality. (D. L. Palmquist , A. Denise

Beaulieu , and D. M., 1992).



2. Variable Identified:

There is the list of variables which are obtained form research papers and by

taking the response data from samples. Variables which influence the customer’s

preference regarding milk product are listed blow.

Milk Taste Milk Flavor Milk Color Diet Consciousness Disease Perceptions Need Adulterated Milk Religion / Belief Dairy Product Market Forces Rumor Doctor's Prescription Festival Geography / Area Age Gander Purchasing Power Technology Income Economic Factors Political Factors Global Warming Livestock



3. Significance of Important Variables:

3. Variable Specification:

Specifications of some complex variables are given blow.

3.1. Adulterated Milk:

Adulterating milk is mostly affecting the customer’s preference regarding milk

product. In case of adulterating milk the customer prefer the branded packed milk. The

oldest and simplest method of adulterating milk is by dilution with water. Another form

of adulteration is the removal of the cream and the sale as whole milk of skimmed or

partially skimmed milk.

3.2. Diet Conscious:

Diet Conscious customers dislike the fat enriched milk. Diet conscious customers

like to intake skimmed milk except whole milk. So, diet conscious activities also affect

the consumers’ preference regarding milk product.

3.3. Religion:

Religion is another factor that influences the customer preference regarding milk product. Such as Holy Cow Worshipped in Hindu Religion. Even today there are millions of households in India whose economy revolves around the cow. Majority of the South Indians find it hard to have lunch without the yogurt. India is one of the largest producers of milk and one of the largest consumers.

3.4 Market Forces:

Market Forces is another most important factor that influences the customer

preference regarding milk product. Market forces include demand, supply, price, etc.

Market forces shape the market regarding milk product.

3.5 Purchasing Power:


http://chestofbooks.com/reference/Henley-s-20th-Century-Formulas-Recipes-Processes-Vol1/Cheese-Varieties.html

http://chestofbooks.com/reference/Henley-s-20th-Century-Formulas-Recipes-Processes-Vol2/Defects-in-the-Glaze-or-White.html


Purchasing power is also the factor that influences the consumer preference

regarding milk product. Elite class prefers the tin, bottle or card packed milk while the

consumer with low income prefers local adulterated milk.

3.6. Disease:

Human diseases are another important factor that influences the consumer

preference regarding milk product. Such as the diet conscious patients prefer the sugar

free skimmed milk. All believe that milk after fish causes skin pigmentation.

3.7. Doctor's Prescription:

Doctor’s prescriptions to his patients are also paramount factor that influence the

consumer preference regarding milk products. Doctor suggest different milk product to

different patients according to their treatment

3.8. Geography /Area:

Rural and urban areas also influence the consumers’ preference regarding milk

product. Consumers live in rural area prefer the fresh milk of their cow & buffalos .while

consumers live within urban area prefer the packed milk. Because in urban areas the

availability of fresh milk is not easily.

3.9 Rumor:

Rumors regarding milk product is also a major factors that influence the consumer

preference regarding milk product. As the rumor about packed milk quality increase then

the consumer switch to the fresh milk product.



4. Theoretical Framework & Hypotheses Generation:

Theoretical framework is a schematic diagram which show the relationship

between the dependent and independent variables Theoretical framework is a foundation

on which entire research project is based.

Schematic Diagram of dependent and

independent factors that influence the

consumers’ preference regarding milk product is

given.


Dairy Product

Technology

Competitors

Intermediaries

Religion / Belief

Need

Age

Gander

Doctor's Prescription

Disease

Geographical AreaTaste

Color

Flavor

Benefits

Quality

Festival

PerceptionsUnemployment

Inflation

Income

Supply

Demand

Price

Market Forces

Purchasing Power

Consumers’ PreferencesConsumers’ Preferences


Fig: 3.1

4. Population & Sample:

A milk consumer all over the world is the population from which we take the

samples for the purpose of finding solution of the problems.

Samples Selection:

“Sampling is the process of selecting units (e.g., people, organizations) from a

population of interest so that by studying the sample we may fairly generalize our results

back to the population from which they were chosen.” Simple sampling technique is used

for data collection regarding to topic.

5. Method of Data Collection:

There are three methods for collecting data in social research.

Interview Schedule.

Questionnaire.

Observation.

Mostly the questionnaire and the interview schedule are frequently used a tools in

gathering a variety of data. (Babbie, 1990).

In this research work the data is collected through the “Questionnaire”. Likert

scale is used in questionnaire for collecting response from sample size.

Pre-Testing:

The purpose of the pre-testing is to remove errors and ambiguities from the

Questionnaire.



6. Specimen of Questionnaire:

Consumers’ Preference Regarding Milk Product.

COMSATs institute of information Technology, Lahore.

Using the preceding Likert scale, Kindly state the extent to which you agree with each of

the following statement.

Name: ……………………... Age: …………………….

1. Milk taste influence, taste conscious consumers' preference regarding milk product. I.e.

The taste of cow milk differs from the taste of buffalo milk.

2. Consumers’ liking change because of availability of different colored milk in

supermarket. [Off white color, pure white color, Cream color. Roohafza color]

3. A range of milk flavors like Chocolate, Strawberry, Banana, mango, Peach, etc. attract

the consumer. [Such as milk shake with banana, mango, date, apple, strawberry]



4. Diet Conscious consumer chooses sugar free low fat (Skimmed) milk.

5. Patient of diabetes uses low quantity of milk because 1 cup milk contains 9-12 grams

lactose (Sugar). All believe that milk after fish causes skin pigmentation, etc.

6. Customer uses different milk product to meet their different needs. [Such as need of

milk for tea, flavored juices, gravy, dessert, ice cream, butter, cheese, backing etc]

7. Market forces (Demand, supply, price, cost, income etc.) change the customers’

preference.

8. Consumer dislike to intake adulterated milk. Because, it is diluted with water and other

harmful chemicals which destroys the natural yellowish-white color of milk and produces

a bluish tint.

9. Holy cow worshipped in Indian religion. That is why India is one of the largest

producers of cow milk and one of the largest consumers. Milk products such as yogurt



and ghee (clarified butter) is omnipresent (Present everywhere simultaneously) in every

Indian kitchen. [Cow milk is supposed to be a very healthy drink in India. They believe

that cow milk prevent them from harmful diseases.]

10. Various chemicals are used in dairy forms to enhance the production level. That is

why the rational consumer hesitates to use artificial dairy milk products.

11. Doctor's prescriptions to patients regarding usage of specific milk product change the

customers’ preference. [Such as powder milk, medicated milk, etc.]

12 Demand for milk in different festivals (eid, Muharram, milk day, diwali, etc.)

increased. [Special recipes are made in festivals.]

13. Milk consumers in rural areas use local whole milk while consumers in urban areas

intake branded milk.



14. Cow milk is not recommended by the American Academy of Pediatrics for children

under 1 year old. Infants fed whole cow's milk don't get enough vitamin E, iron, and

essential fatty acids. They also get too much protein, sodium, and potassium.

15 Rich consumers prefer the tin, bottle or card packed milk while poor consumer uses

local adulterated milk.

Questionnaire Ended



7. Questionnaire Response:

81 responsesSummary of complete responses.

Gender

Male 68 84%Female 13 16%Other 0 0%

1. Milk taste influence taste conscious consumers' preference regarding milk product. I.e. The taste of cow milk differs from the taste of buffalo milk.

Strongly Disagree

Strongly Agree

1 - Strongly Disagree 0 0%2 5 6%3 0 0%4 15 19%5 - Strongly Agree 61 75%

2. Consumers’ liking change because of availability of different colored milk in supermarket.

Strongly Disagree

Strongly Agree


3. A range of milk flavors like Chocolate, Strawberry, Banana, mango, Peach, etc. attract the consumer.



Strongly Disagree

Strongly Agree


4. Diet Conscious consumer chooses sugar free low fat (Skimmed) milk.

Strongly Disagree

Strongly Agree


5. Patient of diabetes uses low quantity of milk because 1 cup milk contains 9-12 grams lactose (Sugar). All believe that milk after fish causes skin pigmentation, etc.

Strongly Disagree

Strongly Agree


6. Customer uses different milk product to meet their different needs.



Strongly Disagree

Strongly Agree


7. Market forces (Demand, supply, price, cost, income etc.) change the customers’ preference.

Strongly Disagree

Strongly Agree


8. Consumer dislike to intake adulterated milk. Because, it is diluted with water and other harmful chemicals which destroys the natural yellowish-white color of milk and produces a bluish tint.

Strongly Disagree

Strongly Agree


9. Holy cow worshipped in Indian religion. That is why India is one of the largest producers of cow milk and one of the largest consumers. Milk products such as yogurt and ghee (clarified butter) is omnipresent (Present everywhere simultaneously) in every Indian kitchen.



Strongly Disagree

Strongly Agree


10. Various chemicals are used in dairy forms to enhance the production level. That is why the rational consumer hesitates to use artificial dairy milk products.

Strongly Disagree

Strongly Agree


11. Doctor's prescriptions to patients regarding usage of specific milk product change the customers’ preference.

Strongly Disagree

Strongly Agree


12. Demand for milk in different festivals (eid, muharram, milk day, diwali, etc.) increased.



Strongly Disagree

Strongly Agree


13. Milk consumers in rural areas use local whole milk while consumers in urban areas intake branded milk.

Strongly Disagree

Strongly Agree


14. Cow milk is not recommended by the American Academy of Pediatrics for children under 1 year old. Infants fed whole cow's milk don't get enough vitamin E, iron, and essential fatty acids. They also get too much protein, sodium, and potassium.

Strongly Disagree

Strongly Agree


15. Rich consumers prefer the tin, bottle or card packed milk while poor consumer uses local adulterated milk.



Strongly Disagree

Strongly Agree


8. Statistical Method of Analysis:

The most crucial stage of research design is the analysis and interpretation of data.

After the data have been collected the social scientist teams give full attention to their

analysis and interpretation a process consisting of a number of closely related operations.

A satirical induction nothing is proved in any absolute sense. It can never be ascertained

with all certainty that is true or not about the universe from which data has been drawn.

However by satirical method one can come closer to prove that something is not true

about a universe or in alternative that some thing is true. On the basis of these tests the

hypothesis are ultimately accepted or rejected. The selection of a suitable method

depends on the quality of data. (Sarantakos, 1998).



Age * Gander Cross Tabulation

Gander

TotalMale Female

Age 17 0 3 3

18 4 3 7

19 0 3 3

19.2 0 4 4

20 6 0 6

21 13 0 13

22 19 0 19

23 20 0 20

24 3 0 3

30 3 0 3

Total 68 13 81

Descriptive Statistics

N RangeMinimu

mMaximu

m MeanStd.

DeviationVarianc

e Skew ness

Statistic Statistic Statistic Statistic Statistic Statistic Statistic StatisticStd. Error

Age 81 13 17 30 21.53 2.471 6.104 1.042 .267

Gander 81 1 1 2 1.16 .369 .136 1.885 .267

Flavor 81 4 1 5 3.93 1.394 1.944 -1.056 .267

Taste 81 3 2 5 4.54 .881 .776 -2.102 .267

Diet Consciousness 81 3 2 5 4.22 1.012 1.025 -.983 .267

Disease 81 4 1 5 4.27 1.037 1.075 -1.399 .267

Need 81 3 2 5 4.30 .941 .886 -1.462 .267

Market Forces 81 4 1 5 3.89 1.265 1.600 -1.116 .267

Adulterated Milk 81 3 2 5 4.11 1.118 1.250 -.939 .267

Dairy Product 81 4 1 5 4.01 1.230 1.512 -1.099 .267

Festival 81 3 2 5 4.44 .851 .725 -1.379 .267

Area 81 4 1 5 4.26 1.181 1.394 -1.784 .267

Religion 81 3 2 5 4.16 .955 .911 -.596 .267

Color 81 4 1 5 3.78 1.323 1.750 -.973 .267

Age Factor 81 4 1 5 4.01 1.043 1.087 -1.042 .267

Doctors Prescription 81 3 2 5 4.33 .908 .825 -1.129 .267

Income 81 4 1 5 4.20 1.239 1.535 -1.155 .267

Valid N (list wise) 81

1 = Strongly Disagree

5 = Strongly Agree



9. Hypotheses:

A hypothesis can be defined as a logically conjectured relationship of two or more

than two variables in the form of a testable statement.

9.1. Null Hypothesis:

a) Directional Hypothesis:

H0: if consumers’ income increases then the consumers’ preference for milk product changes.

H0: If milk quality is low then the demand for milk product decreases.

H0: if rumors about milk quality increase then the consumer perception for milk product changes.

b) Non directional Hypothesis:

H0: There is a relationship between income and consumer preference for milk product.

H0: There is a relationship between milk flavor and consumer preference for milk product

H0: There is a relationship between geographical area and consumer preference for milk product.

H0: There is a relationship between religion and demand for milk.

9.2. Alternative Hypothesis:

a) Directional Hypothesis:

H1: if consumers’ income increases then the consumers’ preference for milk product doesn’t changes.

H1: If milk quality is low then the demand for milk product doesn’t decreases.

H1: if rumors about milk quality increase then the consumer perception for milk product doesn’t changes.

b) Non directional Hypothesis:



H1: There is no relationship between income and consumer preference for milk product.

H1: There is no relationship between milk flavor and consumer preference for milk product

H1: There is no relationship between geographical area and consumer preference for milk product.

H1: There is no relationship between religion and demand for milk.



10. Reference:

1. Goodland R., (2001) The Westernization of Diets - The Assessment of Impacts in

Developing countries - with special reference to China, DRAFT, 2001

2. PCRM (Physician Committee for Responsible Medicine). (1999). Vegetarian Starter Kit.

3. WHO/FAO, (2002). Diet, nutrition, and the prevention of chronic disease. Report of

the Joint WHO/FAO expert consultation.

4. Walter C. Willett. (2001). Eat, Drink and Be Healthy. The Harvard Medical School

Guide to Healthy Eating, Simon & Schuster.

5. Dr Caroline Horwath. (1995). Department of Human Nutrition, University of Otago.

6. Clark E. Grosvenor, MARY Frances Picciano and Craig R. Baumrucker. (1993)

Department of Molecular and Cellular Biology, The Pennsylvania State

University.

7. D. L. Palmquist , A. Denise Beaulieu , and D. M. (1993). Department of Food Science,

Cornell University, Ithaca.


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