A Study on Perception of Country of Origin As a Quality Attribute of Milk Powder

Abstract

This study focuses on ‘perception of country of origin as a quality attribute of milk powder’. Perception differences of quality cues of foreign and local milk powder by urban and rural consumers and influences of education, age and gender on quality cues of foreign and local milk powder i.e. hygiene, aroma, color, solubility, flavor and milkiness have been studied. Country of Origin is one of the quality cues which influence purchase decisions of consumers. Studies on perception of quality of food products have been given considerable attention, since the concept of food quality is highly considered in making purchase decisions. The sample consisted of 268 respondents from rural and urban areas of three districts belong to the Southern Region of Sri Lanka i.e. Matara, Galle and Hambanthota and they have been selected based on the convenience sampling procedure. In order to collect data for the study personal interview method is used and personal interviews are held with the help of a formal questionnaire. The questionnaire has been developed consisting two parts i.e. section ‘A’ focuses on demographic variables and section ‘B’ focuses on perception of quality cues of foreign and local milk powder. Perception is measured using five point scale Semantic Differential Method. Data gathered is analyzed towards acceptance or rejection of the hypotheses developed related to - urban and rural consumers’ perception differences of country of origin and the influences of education, age and gender on perceptions of foreign and local milk powder. Bivariate cross tabulation analysis with Chi-Square Test Statistics, Mean Comparisons and Independent Samples Test are used to analyze data and discuss findings. Study identifies and concludes that first urban and rural consumers perceive country of origin differently; urban consumers have a positive image on foreign milk powder and rural consumers have a positive image on local milk powder. Second, study realizes that male consumers have a higher positive image on foreign milk powder than local milk powder, despite the fact that female consumers have a higher positive image on foreign milk powder than local milk powder. Third, study realizes that lower the education level of the consumers higher the acceptance of foreign milk powder than local milk powder. And fourth, study recognizes that younger consumers have a higher level of positive image on foreign milk powder than local milk powder, even though adults have a positive image on foreign milk powder. Accordingly the study is significant to understand the concept of ‘food quality perception’ in Sri Lankan context and strategic marketing decision making.