ANALYSIS OF CONSUMER BEHAVIOUR TOWARDS THE USAGE OF MILK PRODUCTS IN SEKONDI-TAKORADI METROPOLIS, GHANA.
Abstract
The purpose of this paper was to find out the various variables that drive milk consumers to choose some brands and types of milk often consumed. It also sought to find out the level of awareness and consumption of the various types of milk on the market. Milk consumption in the SekondiTakoradi Metropolis is on the rise, and this is a good indication since milk is rich in many nutrients which help in fighting against malnutrition. Milk products provide a lot of nutrients to all manner of people. However, milk also has some health challenges for its consumers largely due to the level of fat and cholesterol. There are different types of milk on the Ghanaian market and these are classified based on the level of fat they contain. The current investigation or research was executed using the method of complex statistics information. The study examined 686 respondents from the Sekondi-Takoradi Metropolis. Data was collected on 20 consumer attributes considered important when purchasing milk. Direct observation, a structured questionnaire and a face-to-face interview were used to collect the data which was analyzed using some statistical tools including binary logistic regression model. It was found that, most consumers consume full cream or high fat milk, and milk products which is a major threat to health conditions. Brand familiarity, taste, flavour, nutritional values and creamy nature of the product were cited as salient attributes driving consumers to patronize full cream milk. Also, there is a low level of awareness of the various types of milk on the market, especially the ones with low-fat content, hence consumers do not consider the fat content of milk products before buying. However, the study shows that when consumers are well educated about these types of milk products and their level of cholesterol or fat, they will be much sensitized to go in for milk and milk products with low-fat content rather than the products with high-fat content.
Downloads
References
Amarteifio, I. A., The Ghana Health Services, (2007), Hypertension is Ghana’s number one killer disease, myjoyonline.com publication. (Accessed: 13/12/2016).
Borboa,M. (2009), Posted in Health & Wellness/ Diet & Fitness/ Dieting & Nutrition. (Accessed: 20/08/2016).
Ghana Health Service (2009). The Health Sector in Ghana, Facts and Figures 2009. (page 30).
Heaney R., and John A. (2000).Calcium, Dairy Products, and Osteoporosis.Journal of the American College of Nutrition.4 (3), 89-90.
Nobre, H. (2011).Should consumers be in love with brands? An investigation into the influence that specific consumer-brand relationships have on the quality of the bonds that consumers develop with brands. Journal of Transnational Management, 16(4), 270–281. doi:10.1080=15475778.2011.623945
Nunnally, J. L. (1967). Psychometric theory (1st ed.). New York, NY: McGraw Hill.
Papatla, P., Zahedi, M. F., & Zekic-Susac, M. (2002). Leveraging the strengths of choice models and neural networks: A multiproduct comparative analysis. Decision Sciences, 33(3), 433–468.
Peter, J. P. & Olson, J. C. (1987). Consumer Behavior: Marketing Strategy Perspective. Homewood, IL: Irwin.
Radder, L., & Huang, W. (2008). High-involvement and low-involvement products: A comparison of brand awareness among students at a South African university. Journal of Fashion Marketing Management, 12(2), 232–243.
Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58, 28–36.
Ross, J. & Harradine, R. (2004). I am not wearing that! Branding and young children. Journal of Fashion, Marketing and Management, 8, 11–26.
Sachiffman, L. G. and Kanuk, L. L. (2008). “Consumer Behaviour.” 9th edition, Pearson prentice hall of India, New Delhi, pp. 23.
Sharma, S. (1996). Applied Multivariate Techniques, John Wiley & Sons, Inc. pp 58 -90.
Sivasankaran, S and Sivanesan, R. (2013). Brand Preference of Packed Milk –Comparative Study on Rural and Urban Consumers in Kanyakumari District. International Journal of Business and Management Invention, volume 2, pp. 23-35
Tabachnick, B. G.,Fidell, L. S., & Osterlind, S. J. (2001). Using Multivariate Statistics. Boston, MA: Allyn & Bacon.
Tang, Z., Lou, J., and Xiao, J. (2011). Antecedents of Intention to Purchase Mass Customized Products. Journal of Product & Brand Management, 20(4),316–326.
Copyright (c) 2017 ijrdo@
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties, and that the Article has not been published elsewhere. Author(s) agree to the terms that the IJRDO Journal will have the full right to remove the published article on any misconduct found in the published article.
