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.
