Abstract:
This study focused on analysing the consumer attitudes, demographic and economic factors that affect ing fresh milk consumption among the mid-country consumers of Sri Lanka. Data were collected
through a consumer survey conducted in Kandy district at randomly selected super markets, groceries,
milk bars and retail shops. Factor analysis was carried out in order to weigh up the consumer attitudes
and factor scores were introduced to the final model as independent variables which can be categorized
as cost and usage, nutrition, sensory factors and availability. An ordered logistic regression was carried
out to find out the relationships between number of demographic and socio-economic characteristics of
consumers such as age, gender, level of education, income, size and composition of the household, ethnic
group and presence of diseases that affect fresh milk consumption. Results from estimation of a ordered
logistic regression model of consumption show age of the respondent, cost and usage related attitudinal
factor and Nutrition related attitudinal factors are the key determinants of milk consumption levels;
however, household monthly income, health problems affect on fresh milk consumption and level of
education play a more important role in consumption. Finally, these findings suggest the marketing
strategies which are most suitable to fit with the consumer expectations.
