Perceptual dimensions that influence consumers' choices of milk type for beverage use

Heiko Miles, Steven J. Schwager and John E. Lenz
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Heiko Miles: Department of Agricultural Economics, Cornell University, Postal: Department of Agricultural Economics, Cornell University
Steven J. Schwager: Department of Agricultural Economics, Cornell University, Postal: Department of Agricultural Economics, Cornell University
John E. Lenz: Biometrics Unit, Cornell University, Postal: Biometrics Unit, Cornell University

Agribusiness, 1995, vol. 11, issue 3, 263-272

Abstract: Factor analysis is used to identify two perceptual dimensions that influence consumers' choices among whole, lowfat, and skim milk. The first dimension combines satisfaction and versatility attributes, and the second combines health and nutrition attributes. The relative importance of the two dimensions differs greatly among users of the three milk types. Whole milk drinkers choose among milk types based primarily on satisfaction and versatility attributes. Skim milk drinkers choose based primarily on health and nutrition attributes. Lowfat milk drinkers use the satisfaction and versatility dimension to compare lowfat to skim milk and the health and nutrition dimension to compare lowfat to whole milk. © 1995 by John Wiley & Sons, Inc.

Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:11:y:1995:i:3:p:263-272

DOI: 10.1002/1520-6297(199505/06)11:3<263::AID-AGR2720110307>3.0.CO;2-C

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