Valuing Attributes of Fluid Milk in Laos

Jae Won Lee (), Taeyoon Kim () and Viengsakoun Napasirth ()
Additional contact information
Jae Won Lee: Seoul National University
Taeyoon Kim: Seoul National University
Viengsakoun Napasirth: National University of Laos

East Asian Economic Review, 2017, vol. 21, issue 3, 259-274

Abstract: This study estimates the random utility function of fluid milk using 1,165 survey responses in Laos. It finds that both products' attributes and individual characteristics affect consumers' preference for the milk and the hypothetical brand of Laos-Korea has a potential compared to four real dairy products. Results also show that calories have a positive relationship with consumer’s preference while the price and fat content have a negative one. The decision for choosing each brand is significantly affected by individual characteristics such as gender, age, whether or not respondents live with their children, the level of education, income, the frequency of purchasing milk per week, and the region where they live. The preference for five brands appears in the order of Foremost, Nabong, Thai-Danish, Meiji, and Lao-Korea, and probabilities of purchasing each brand at the mean level are 30.9%, 17.48%, 21.48%, 15.0% and 10.39%, respectively. Nabong that was Lao national milk brand still has a significant market power even though it was closed in 2008. The policies to promote milk industry by implementing its national milk brand again would be more effective if it focuses on the young generation, female consumers, families with children, quality of dairy products, and Vientiane capital areas.

Keywords: Laos; Consumer Preference; Fluid Milk; Conditional Logit; National Brand (search for similar items in EconPapers)
JEL-codes: D12 Q13 Q18 (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.11644/KIEP.EAER.2017.21.3.331 Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:eaerev:0331

Access Statistics for this article

East Asian Economic Review is currently edited by JE Lee

More articles in East Asian Economic Review from Korea Institute for International Economic Policy [30147] 3rd Floor Building C Sejong National Research Complex 370 Sicheong-daero Sejong-si, Korea. Contact information at EDIRC.
Bibliographic data for series maintained by JE Lee ().