Factors Influencing Sri Lankan Consumers’ Decisions to Purchase Fresh Milk
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The study investigates Sri Lankan consumers’ behaviour in relation to the purchase of fresh milk and the factors affecting their purchase decisions. A total 391 households from all nine provinces in Sri Lanka were surveyed with a structured questionnaire. Descriptive analysis, factor analysis and logistic regression were carried out to fulfil the objectives. The results reveal that a consumer’s decision to purchase fresh milk is significantly and positively influenced by his or her perception of its sensory attributes (the taste and smell of fresh milk), and that consumers are motivated by health and convenience factors and negatively influenced by advertising. Furthermore, about socio-economic factors the results show married consumer who has less household size, high household income, and high education level is more likely to purchase fresh. The results of this study give some useful information to marketers for their marketing strategies, as well as to the Sri Lankan government to enable it to take suitable steps to improve and enhance the fresh milk industry in Sri Lanka.
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