Factors affecting consumer preferences of milk and dairy products : Mosul Province Example

Abstract EN

In this study, the factors affecting consumer preferences in milk and dairy products consumption in urban areas in the city of Mosul, Iraq were investigated.

The data used for this purpose were obtained from the questionnaires from families with different income levels.

Of the individuals examined, 29.59% were primary school graduates, 21.77% were high school and equivalent, 10.86% were college graduates, and 37.68% were university graduates with the increase in the income group, the proportion of individuals who graduated from university increases.

According to the results of the study, 38.54% of the families consume open milk, 31.25% pasteurized milk, 11.46% milk powder and 9.38% sterilized milk.

It was found that 23.96% freshness, 20.83% brand and 19.79% cheapness are the subjects that consumers pay the most attention when buying milk and milk products.

When the consumption of milk and dairy products of domestic consumers is examined, 60.42% prefer imported products and 39.58% prefer local products.

In the research area, the most common problems faced by consumers in the supply of dairy products are 41.66% being vulnerable, 29.32% being expensive, and 12.50% being hygiene.

KMO analysis was conducted in the study of the factors affecting the preferences of the households examined in milk and milk products.

T The scales affecting the consumers' purchasing decisions of milk and milk products (product origin (Factor I), product image (Factor II), product price (Factor III), sales method (Factor IV)) were determined as four factors.