Factors affecting the preference of local and imported milk consumption in Matara district of Sri Lanka :

Abstract

Milk is one of the most essential foods to humans and it contains many nutrients such as protein, calcium, phosphorus, vitamin B2 and vitamin B12. Intake of a sufficient amount of milk products is recommended for healthy lifestyle of humans. As an agricultural country, Sri Lanka had become self-sufficient in milk, before adopting the open economic policies in 1977. Because of that, imported milk products were highly consumed since 1977 with very lower prices. The government and private sector data indicated that currently in Sri Lanka, local milk production can supply around 42% of the demand and the country depend on the imported milk powder. Therefore, this study was focused on the socioeconomic and other factors (based on the consumer’s attitudes) which are influencing consumer’s milk pattern either local milk or imported milk. In this study the data were collected through a consumer survey questionnaire in Matara district. At the beginning of the data analysis study, descriptive statistic and chi-square test of independence have done to identify the significant factors which are related with customer’s milk consumption behaviors. Then, the Logistic Regression model was fitted on data using R software. Results from fitted multiple logistic regression model show that Age, Monthly Income, price of the milk, Easy to melt, artificial ingredient and Advertisements are the key determinants of consumers milk type.