Abstract:
This paper presents the findings o f a part o f a previous study o f perception o f country o f origin as a quality attribute of milk powder in which influence of demographic variables o f rural and urban consumers such as education, age and gender on perception o f quality cues o f foreign and local milk powder was considered. The sample consisted o f268 consumers chosen from rural and urban areas of Matara, Galle and Hambantota
districts. The sample was chosen based on the convenience sampling procedure. Personal interviews were held with a formal questionnaire to collect data for the study. Perception was measured using five point semantic differential scales. To analyze data, mean comparisons o f independent samples were used. Study identified that less educated rural and urban consumers accepted foreign milk powder than highly educated
rural and urban consumers, older rural and urban consumers accepted foreign milk powder than younger consumers and rural and urban male consumers accepted foreign milk powder than local milk powder.
