Key Indicators of Decision Making Style of Urban Consumers in the Purchase of Flavored Yoghurt

Abstract

Flavored yoghurt has become a popular processed dairy food in the market in recent years. The broad objective of this study was to identify factors affecting the purchasing decision of flavored yoghurt in urban areas and to develop an effective strategy to enhance sales within the Colombo district. Convenience sampling was used to select two hundred respondents from Colombo district. The primary data gathered through an interviewer administered questionnaire was analyzed using descriptive, cross tabulation, chi square and Spearman correlation analysis. More than half of the respondents (52%) were young females. Good taste/flavor, product awareness, chemical properties and contend of chemicals, attitude on staying healthy, brand loyalty, nutritional value and naturalness, information on the product label, and attractiveness of the packaging showed strong positive correlations while recommended by family and friends and prestige of the company showed moderate positive correlations with the consumer purchasing decision of flavored yoghurt. Location of shop, outdoor promotion, seasonal discounts, product display and sponsorship displayed weak positive correlations with consumer purchasing decision. The marketing strategy should promote the product by considering more about consumer' gender since a large number of urban buyers was female.