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Factors Influencing Customers Preference Regarding Milk Products
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Factors Influencing Customers
Preference
Regarding Milk Products
Factors Influencing Customers Preference Regarding Milk Product
ABSTRACT
Milk is a whitish liquid containing proteins, fats, lactose, and various vitamins and
minerals that is produced by the mammary glands of all mature female mammals after
they have given birth and serves as nourishment for their young. The milk of cows, goats,
or other animals, used as food by humans. The population was milk consumer all over the
world. 81 samples were taken from the population and responses were taken online by
questionnaire. We have compiled all factors influencing consumer preference regarding
milk products. Mostly, data regarding topic was collected by research paper review. Then
framework is generated by using paramount variables regarding topic “Factors
Influencing Customers Preference Regarding Milk Product” and then framework is
supported by respective possible hypotheses.
COMSATS Institute of Information Technology. 1
Factors Influencing Customers Preference Regarding Milk Product
ACKNOWLEDGEMENT
We are heartily thankful to our supervisor, Mr. Muhammad Rashid, whose
encouragement, guidance and support from the initial to the final level enabled us to
develop an understanding of the subject. Lastly, we offer our regards to all of those who
supported us in any respect during the completion of the project.
COMSATS Institute of Information Technology. 2
Factors Influencing Customers Preference Regarding Milk Product
TABLE OF CONTENTS
1. Introduction:..................................................................................................................4
2. Variable Identified:........................................................................................................9
3. Variable Specification:................................................................................................10
3.1. Adulterated Milk:....................................................................................................10
3.2. Diet Conscious:.......................................................................................................10
3.3. Religion:..................................................................................................................10
3.4 Market Forces:.........................................................................................................10
3.5 Purchasing Power:....................................................................................................10
3.6. Disease:...................................................................................................................11
3.7. Doctor's Prescription:..............................................................................................11
3.8. Geography /Area:....................................................................................................11
3.9 Rumor:.....................................................................................................................11
4. Theoretical Framework & Hypotheses Generation:................................................12
4. Population & Sample:.................................................................................................13
5. Method of Data Collection:.........................................................................................13
6. Specimen of Questionnaire:........................................................................................14
7. Questionnaire Response:.............................................................................................17
8. Statistical Method Of Analysis:..................................................................................23
9. Hypotheses:...................................................................................................................25
9.1. Null Hypothesis:.....................................................................................................25
a) Directional Hypothesis:.....................................................................................25
b) Non directional Hypothesis:..............................................................................25
9.2. Alternative Hypothesis:...........................................................................................25
a) Directional Hypothesis:.....................................................................................25
b) Non directional Hypothesis:..............................................................................25
10. Reference:...................................................................................................................27
COMSATS Institute of Information Technology. 3
Factors Influencing Customers Preference Regarding Milk Product
1. Introduction:
Milk is a whitish liquid containing proteins, fats, lactose, and various vitamins
and minerals that is produced by the mammary glands of all mature female mammals
after they have given birth and serves as nourishment for their young. Milk and dairy
products contain many nutrients and provide a quick and easy way of supplying these
nutrients to the diet within relatively few calories.
Milk, cheese and yogurt all provide the following beneficial nutrients in varying
quantities.
Calcium - for healthy bones and teeth
Phosphorous - for energy release
Magnesium - for muscle function
Protein - for growth and repair
Vitamin B12 - for production of healthy cells
Vitamin A - for good eyesight and immune function
Zinc - for immune function
Riboflavin - for healthy skin
Folate - for production of healthy cells
Vitamin C - for formation of healthy connective tissues.
Iodine - for regulation of the body's rate of metabolism (how quickly the body
burns energy and the rate of growth
1 glass of milk alone can make a contribution to the daily recommended intake of
many important nutrients for all age groups.
COMSATS Institute of Information Technology. 4
Factors Influencing Customers Preference Regarding Milk Product
It is highly recommended to consume milk and dairy foods as part of a healthy
balanced diet. Consumption fo dairy has been associated with numerous health benefits.
There are many different varieties of milk available for consumption i.e. Whole
milk, Semi skimmed milk, Skimmed milk, 1% fat milk, Organic milk, Jersey and
Guernsey milk, Flavoured milk, Heat treated milks, Sterilised milk, UHT milk,
Evaporated milk, Condensed milk, Untreated (raw) milk, Filtered milks, Dried milk
powder etc. which influence the customers’ preference regarding milk products.
The milk of each species of animal is a complete food for its young. Moreover, one
pint of cow’s milk contributes about 90 percent of the calcium, 30 to 40 percent of the
riboflavin, 25 to 30 percent of the protein, 10 to 20 percent of the calories and vitamins A
and B, and up to 10 percent of the iron and vitamin D needed by a human adult.
Humans are the only free living animals that consume the milk of other species,
and do so even beyond weaning. Three quarters of adults in the world are lactose
intolerant, that is, lack the enzyme (lactase) needed to break down the sugar found in
milk (lactose); this makes them unable to digest milk properly and leads to more or less
serious digestive disorders.
Goodland stated that the nutritional profile of milk is similar to that of meat. Both
foods have similar amounts of saturated fat and protein. Like meat, milk completely lacks
the fiber and hundreds of phytochemicals which are contained in plant-based foods, and
which have been found to be protective against degenerative diseases such as coronary
heart disease and cancers. (Goodland, 2001)
Goodland stated that the production of meat and the production of milk are
strongly linked; one can be called a by-product of the other. The effects on health of an
increased consumption of milk and dairy products are similar to those of an increased
consumption of other animal products, such as meat and suet. While low-fat dairy
products might sound healthier, the fat removed in the manufacturing of such products is
never wasted, but is consumed as butter, cream, ice cream, or processed foods, so the net
positive effect on public health is zero. Scientific evidence is now available of the fact
COMSATS Institute of Information Technology. 5
Factors Influencing Customers Preference Regarding Milk Product
that dairy products have no benefits which are not better obtainable elsewhere, and that
their consumption poses major risks that contribute to morbidity and mortality.
(Goodland, 2001)
Willet stated that it is commonly believed that the calcium content of cow's milk
makes it an essential food to prevent brittle bones, particularly for children. The problem
is that even though milk may be an efficient way to get calcium from food, it also comes
with a lot of negatives, particularly very high saturated fat content. As Professor Walter
Willett points out, 'drinking three glasses a day would be the equivalent of eating twelve
strips of bacon or a Big Mac and an order of fries'. (Willet, 2001).
Moreover, keeping bones strong depends more on preventing loss of calcium than
on boosting calcium intake. We regularly lose calcium from our bloodstream through
urine, sweat, and feces; this calcium then has to be replaced with calcium obtained from
foods or drawn from our bones. One major factor in calcium depletion is high-protein
diets, which cause more calcium to be lost through the urine. Of course diets rich in meat
and dairy products tend to exceed by far the recommended protein levels. (PCRM, 1999)
Dr Caroline Horwath stated in his research papers after conducted a research with
the aim of investigate factors that influencing milk and milk product consumption in
young and elderly women consuming less than two-thirds of the RDA for calcium. Semi-
structured, Open-ended interviews were conducted with 71 women over 70 years and 22
women aged 19–23 years. Questions addressed changes in milk and milk product intake,
and reasons for changes; perceptions of the likely effects of an increased intake of milk or
milk products on health; reasons for low consumption of milk or milk products; and
willingness to increase intake of various calcium-rich foods. The elderly low-calcium
consumers were identified from a nutrition and health study of all people over 70 years
residing in one New Zealand town. The young women were low-calcium consumers
identified from a university class of nutrition students. Older women were most likely to
perceive that increasing their milk or milk product intake would have either no effect on
their health or adverse effects on conditions such as diabetes, high blood cholesterol or
blood pressure, and heart problems. Although young women were more likely to perceive
COMSATS Institute of Information Technology. 6
Factors Influencing Customers Preference Regarding Milk Product
potential health benefits from consuming more milk (and to a lesser extent milk
products), an increase in body weight was the reason given by all those who believed an
increased intake would be bad for them. Some 13–18% of women had been advised by
doctors to eliminate milk or milk products from their diet, usually for inappropriate
reasons. For both age groups, dislike was the most important reason for not consuming
more milk; however health concerns were the primary reason for not consuming more of
the other dairy products. There is need to actively counter misconceptions amongst both
women (particularly elderly women) and doctors, concerning adverse effects of milk or
milk products on health conditions. For young women, emphasis is needed that weight
control does not require the exclusion of milk or milk products from the diet. Programs
are required to increase awareness of the wide range of low-fat milks and milk products
now available, and of the potential benefits of these for bone health. (Dr Caroline
Horwath, 1995).
In 1993 Clark E. Grosvenor Frances Picciano and Craig R. Baumrucker. Stated in
their research papers that milk and colostrums contain a variety of proteins, peptides, and
steroids that possess biological activity. In studies in which the concentration of
hormone/growth factor has been measured in both colostrums and milk, the highest
concentrations occur in colostrums. This review will discuss pituitary, hypothalamic,
pancreatic, thyroid, parathyroid, adrenal, gonadal, and gut hormones as well as growth
factors, prostaglandins, and neuropeptides found in milk. Other biologically important
proteins and peptides in milk such as the immunoglobulin, allergens, opiates, enzymes,
casomorphins, and cyclic nucleotides will not be addressed. The reader is referred to
excellent recently published reviews regarding hormones and other bioactive substances
present in milk of the hormones and growth factors present in milk many exist in
concentrations that exceed those found in maternal plasma. Some are rapidly transported
into milk from the maternal circulation unchanged in structure and activity; others appear
to be modified by glycosylation, phosphorylation, and proteolysis within the mammary
gland and/ or milk. Several hormones [thyroid hormones, relaxin, PTHreleasing peptide
(PTHrP), estrogen, GnRH. PRL, growth factors [insulin-like growth factor (IGF),
epidermal growth factor (EGF)], and nonhormonal bioactive substances (lactoferrin,
COMSATS Institute of Information Technology. 7
Factors Influencing Customers Preference Regarding Milk Product
transferrin, casomorphins) appear to be synthesized within the mammary gland as well as
transported from the maternal circulation. (Clark E. Grosvenor, et al. 1993).
In 1992 D. L. Palmquist , A. Denise Beaulieu , and D. M. Barbano stated in their
research paper published in Journal of Dairy Science that Genetic selection for increased
milk fat percentage leads to increased proportions of short-chain fatty acids in milk fat
and decreased proportions of long-chain fatty acids. Milk fat composition is strongly
influenced by stage of lactation; proportion of short chains (de novo synthesis) is low
initially and increases until at least 8 to 10 wk into lactation. Milk fat composition is
changed more by the amount and composition of dietary fat than any other dietary
component. Seasonal and regional differences in milk fat composition are measurable,
most likely because of local differences in feed supplies.
Milk fat composition can be modified readily by changing the feeding regimen.
The most significant changes in milk fat quality relate to rheological (melting) properties,
which influence numerous aspects of character and quality of manufactured dairy
products. Dietary fat fed to change milk fat composition may also influence contents of
protein, urea, citrate, and soluble calcium in milk and influence oxidative stability and
flavor. It is important for both dairy nutritionists and dairy food chemists to understand
the consequences of feeding programs on milk quality. (D. L. Palmquist , A. Denise
Beaulieu , and D. M., 1992).
COMSATS Institute of Information Technology. 8
Factors Influencing Customers Preference Regarding Milk Product
2. Variable Identified:
There is the list of variables which are obtained form research papers and by
taking the response data from samples. Variables which influence the customer’s
preference regarding milk product are listed blow.
Milk Taste Milk Flavor Milk Color Diet Consciousness Disease Perceptions Need Adulterated Milk Religion / Belief Dairy Product Market Forces Rumor Doctor's Prescription Festival Geography / Area Age Gander Purchasing Power Technology Income Economic Factors Political Factors Global Warming Livestock
COMSATS Institute of Information Technology. 9
Factors Influencing Customers Preference Regarding Milk Product
3. Significance of Important Variables:
3. Variable Specification:
Specifications of some complex variables are given blow.
3.1. Adulterated Milk:
Adulterating milk is mostly affecting the customer’s preference regarding milk
product. In case of adulterating milk the customer prefer the branded packed milk. The
oldest and simplest method of adulterating milk is by dilution with water. Another form
of adulteration is the removal of the cream and the sale as whole milk of skimmed or
partially skimmed milk.
3.2. Diet Conscious:
Diet Conscious customers dislike the fat enriched milk. Diet conscious customers
like to intake skimmed milk except whole milk. So, diet conscious activities also affect
the consumers’ preference regarding milk product.
3.3. Religion:
Religion is another factor that influences the customer preference regarding milk product. Such as Holy Cow Worshipped in Hindu Religion. Even today there are millions of households in India whose economy revolves around the cow. Majority of the South Indians find it hard to have lunch without the yogurt. India is one of the largest producers of milk and one of the largest consumers.
3.4 Market Forces:
Market Forces is another most important factor that influences the customer
preference regarding milk product. Market forces include demand, supply, price, etc.
Market forces shape the market regarding milk product.
3.5 Purchasing Power:
COMSATS Institute of Information Technology. 10
Factors Influencing Customers Preference Regarding Milk Product
Purchasing power is also the factor that influences the consumer preference
regarding milk product. Elite class prefers the tin, bottle or card packed milk while the
consumer with low income prefers local adulterated milk.
3.6. Disease:
Human diseases are another important factor that influences the consumer
preference regarding milk product. Such as the diet conscious patients prefer the sugar
free skimmed milk. All believe that milk after fish causes skin pigmentation.
3.7. Doctor's Prescription:
Doctor’s prescriptions to his patients are also paramount factor that influence the
consumer preference regarding milk products. Doctor suggest different milk product to
different patients according to their treatment
3.8. Geography /Area:
Rural and urban areas also influence the consumers’ preference regarding milk
product. Consumers live in rural area prefer the fresh milk of their cow & buffalos .while
consumers live within urban area prefer the packed milk. Because in urban areas the
availability of fresh milk is not easily.
3.9 Rumor:
Rumors regarding milk product is also a major factors that influence the consumer
preference regarding milk product. As the rumor about packed milk quality increase then
the consumer switch to the fresh milk product.
COMSATS Institute of Information Technology. 11
Factors Influencing Customers Preference Regarding Milk Product
4. Theoretical Framework & Hypotheses Generation:
Theoretical framework is a schematic diagram which show the relationship
between the dependent and independent variables Theoretical framework is a foundation
on which entire research project is based.
Schematic Diagram of dependent and
independent factors that influence the
consumers’ preference regarding milk product is
given.
COMSATS Institute of Information Technology. 12
Dairy Product
Technology
Competitors
Intermediaries
Religion / Belief
Need
Age
Gander
Doctor's Prescription
Disease
Geographical AreaTaste
Color
Flavor
Benefits
Quality
Festival
PerceptionsUnemployment
Inflation
Income
Supply
Demand
Price
Market Forces
Purchasing Power
Consumers’ PreferencesConsumers’ Preferences
Factors Influencing Customers Preference Regarding Milk Product
Fig: 3.1
4. Population & Sample:
A milk consumer all over the world is the population from which we take the
samples for the purpose of finding solution of the problems.
Samples Selection:
“Sampling is the process of selecting units (e.g., people, organizations) from a
population of interest so that by studying the sample we may fairly generalize our results
back to the population from which they were chosen.” Simple sampling technique is used
for data collection regarding to topic.
5. Method of Data Collection:
There are three methods for collecting data in social research.
Interview Schedule.
Questionnaire.
Observation.
Mostly the questionnaire and the interview schedule are frequently used a tools in
gathering a variety of data. (Babbie, 1990).
In this research work the data is collected through the “Questionnaire”. Likert
scale is used in questionnaire for collecting response from sample size.
Pre-Testing:
The purpose of the pre-testing is to remove errors and ambiguities from the
Questionnaire.
COMSATS Institute of Information Technology. 13
Factors Influencing Customers Preference Regarding Milk Product
6. Specimen of Questionnaire:
Consumers’ Preference Regarding Milk Product.
COMSATs institute of information Technology, Lahore.
Using the preceding Likert scale, Kindly state the extent to which you agree with each of
the following statement.
Name: ……………………... Age: …………………….
1. Milk taste influence, taste conscious consumers' preference regarding milk product. I.e.
The taste of cow milk differs from the taste of buffalo milk.
2. Consumers’ liking change because of availability of different colored milk in
supermarket. [Off white color, pure white color, Cream color. Roohafza color]
3. A range of milk flavors like Chocolate, Strawberry, Banana, mango, Peach, etc. attract
the consumer. [Such as milk shake with banana, mango, date, apple, strawberry]
COMSATS Institute of Information Technology. 14
Factors Influencing Customers Preference Regarding Milk Product
4. Diet Conscious consumer chooses sugar free low fat (Skimmed) milk.
5. Patient of diabetes uses low quantity of milk because 1 cup milk contains 9-12 grams
lactose (Sugar). All believe that milk after fish causes skin pigmentation, etc.
6. Customer uses different milk product to meet their different needs. [Such as need of
milk for tea, flavored juices, gravy, dessert, ice cream, butter, cheese, backing etc]
7. Market forces (Demand, supply, price, cost, income etc.) change the customers’
preference.
8. Consumer dislike to intake adulterated milk. Because, it is diluted with water and other
harmful chemicals which destroys the natural yellowish-white color of milk and produces
a bluish tint.
9. Holy cow worshipped in Indian religion. That is why India is one of the largest
producers of cow milk and one of the largest consumers. Milk products such as yogurt
COMSATS Institute of Information Technology. 15
Factors Influencing Customers Preference Regarding Milk Product
and ghee (clarified butter) is omnipresent (Present everywhere simultaneously) in every
Indian kitchen. [Cow milk is supposed to be a very healthy drink in India. They believe
that cow milk prevent them from harmful diseases.]
10. Various chemicals are used in dairy forms to enhance the production level. That is
why the rational consumer hesitates to use artificial dairy milk products.
11. Doctor's prescriptions to patients regarding usage of specific milk product change the
customers’ preference. [Such as powder milk, medicated milk, etc.]
12 Demand for milk in different festivals (eid, Muharram, milk day, diwali, etc.)
increased. [Special recipes are made in festivals.]
13. Milk consumers in rural areas use local whole milk while consumers in urban areas
intake branded milk.
COMSATS Institute of Information Technology. 16
Factors Influencing Customers Preference Regarding Milk Product
14. Cow milk is not recommended by the American Academy of Pediatrics for children
under 1 year old. Infants fed whole cow's milk don't get enough vitamin E, iron, and
essential fatty acids. They also get too much protein, sodium, and potassium.
15 Rich consumers prefer the tin, bottle or card packed milk while poor consumer uses
local adulterated milk.
Questionnaire Ended
COMSATS Institute of Information Technology. 17
Factors Influencing Customers Preference Regarding Milk Product
7. Questionnaire Response:
81 responsesSummary of complete responses.
Gender
Male 68 84%Female 13 16%Other 0 0%
1. Milk taste influence taste conscious consumers' preference regarding milk product. I.e. The taste of cow milk differs from the taste of buffalo milk.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 0 0%2 5 6%3 0 0%4 15 19%5 - Strongly Agree 61 75%
2. Consumers’ liking change because of availability of different colored milk in supermarket.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 9 11%2 6 7%3 10 12%4 26 32%5 - Strongly Agree 30 37%
3. A range of milk flavors like Chocolate, Strawberry, Banana, mango, Peach, etc. attract the consumer.
COMSATS Institute of Information Technology. 18
Factors Influencing Customers Preference Regarding Milk Product
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 10 12%2 7 9%3 9 11%4 15 19%5 - Strongly Agree 40 49%
4. Diet Conscious consumer chooses sugar free low fat (Skimmed) milk.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 0 0%2 7 9%3 13 16%4 16 20%5 - Strongly Agree 45 56%
5. Patient of diabetes uses low quantity of milk because 1 cup milk contains 9-12 grams lactose (Sugar). All believe that milk after fish causes skin pigmentation, etc.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 3 4%2 0 0%3 17 21%4 13 16%5 - Strongly Agree 48 59%
6. Customer uses different milk product to meet their different needs.
COMSATS Institute of Information Technology. 19
Factors Influencing Customers Preference Regarding Milk Product
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 0 0%2 9 11%3 0 0%4 30 37%5 - Strongly Agree 42 52%
7. Market forces (Demand, supply, price, cost, income etc.) change the customers’ preference.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 7 9%2 7 9%3 6 7%4 29 36%5 - Strongly Agree 32 40%
8. Consumer dislike to intake adulterated milk. Because, it is diluted with water and other harmful chemicals which destroys the natural yellowish-white color of milk and produces a bluish tint.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 0 0%2 13 16%3 7 9%4 19 23%5 - Strongly Agree 42 52%
9. Holy cow worshipped in Indian religion. That is why India is one of the largest producers of cow milk and one of the largest consumers. Milk products such as yogurt and ghee (clarified butter) is omnipresent (Present everywhere simultaneously) in every Indian kitchen.
COMSATS Institute of Information Technology. 20
Factors Influencing Customers Preference Regarding Milk Product
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 0 0%2 3 4%3 22 27%4 15 19%5 - Strongly Agree 41 51%
10. Various chemicals are used in dairy forms to enhance the production level. That is why the rational consumer hesitates to use artificial dairy milk products.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 4 5%2 10 12%3 6 7%4 22 27%5 - Strongly Agree 39 48%
11. Doctor's prescriptions to patients regarding usage of specific milk product change the customers’ preference.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 0 0%2 4 5%3 12 15%4 18 22%5 - Strongly Agree 47 58%
12. Demand for milk in different festivals (eid, muharram, milk day, diwali, etc.) increased.
COMSATS Institute of Information Technology. 21
Factors Influencing Customers Preference Regarding Milk Product
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 0 0%2 3 4%3 10 12%4 16 20%5 - Strongly Agree 52 64%
13. Milk consumers in rural areas use local whole milk while consumers in urban areas intake branded milk.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 6 7%2 3 4%3 3 4%4 21 26%5 - Strongly Agree 48 59%
14. Cow milk is not recommended by the American Academy of Pediatrics for children under 1 year old. Infants fed whole cow's milk don't get enough vitamin E, iron, and essential fatty acids. They also get too much protein, sodium, and potassium.
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 3 4%2 3 4%3 16 20%4 27 33%5 - Strongly Agree 32 40%
15. Rich consumers prefer the tin, bottle or card packed milk while poor consumer uses local adulterated milk.
COMSATS Institute of Information Technology. 22
Factors Influencing Customers Preference Regarding Milk Product
Strongly Disagree
Strongly Agree
1 - Strongly Disagree 3 4%2 7 9%3 16 20%4 0 0%5 - Strongly Agree 55 68%
8. Statistical Method of Analysis:
The most crucial stage of research design is the analysis and interpretation of data.
After the data have been collected the social scientist teams give full attention to their
analysis and interpretation a process consisting of a number of closely related operations.
A satirical induction nothing is proved in any absolute sense. It can never be ascertained
with all certainty that is true or not about the universe from which data has been drawn.
However by satirical method one can come closer to prove that something is not true
about a universe or in alternative that some thing is true. On the basis of these tests the
hypothesis are ultimately accepted or rejected. The selection of a suitable method
depends on the quality of data. (Sarantakos, 1998).
COMSATS Institute of Information Technology. 23
Factors Influencing Customers Preference Regarding Milk Product
Age * Gander Cross Tabulation
Gander
TotalMale Female
Age 17 0 3 3
18 4 3 7
19 0 3 3
19.2 0 4 4
20 6 0 6
21 13 0 13
22 19 0 19
23 20 0 20
24 3 0 3
30 3 0 3
Total 68 13 81
Descriptive Statistics
N RangeMinimu
mMaximu
m MeanStd.
DeviationVarianc
e Skew ness
Statistic Statistic Statistic Statistic Statistic Statistic Statistic StatisticStd. Error
Age 81 13 17 30 21.53 2.471 6.104 1.042 .267
Gander 81 1 1 2 1.16 .369 .136 1.885 .267
Flavor 81 4 1 5 3.93 1.394 1.944 -1.056 .267
Taste 81 3 2 5 4.54 .881 .776 -2.102 .267
Diet Consciousness 81 3 2 5 4.22 1.012 1.025 -.983 .267
Disease 81 4 1 5 4.27 1.037 1.075 -1.399 .267
Need 81 3 2 5 4.30 .941 .886 -1.462 .267
Market Forces 81 4 1 5 3.89 1.265 1.600 -1.116 .267
Adulterated Milk 81 3 2 5 4.11 1.118 1.250 -.939 .267
Dairy Product 81 4 1 5 4.01 1.230 1.512 -1.099 .267
Festival 81 3 2 5 4.44 .851 .725 -1.379 .267
Area 81 4 1 5 4.26 1.181 1.394 -1.784 .267
Religion 81 3 2 5 4.16 .955 .911 -.596 .267
Color 81 4 1 5 3.78 1.323 1.750 -.973 .267
Age Factor 81 4 1 5 4.01 1.043 1.087 -1.042 .267
Doctors Prescription 81 3 2 5 4.33 .908 .825 -1.129 .267
Income 81 4 1 5 4.20 1.239 1.535 -1.155 .267
Valid N (list wise) 81
1 = Strongly Disagree
5 = Strongly Agree
COMSATS Institute of Information Technology. 24
Factors Influencing Customers Preference Regarding Milk Product
9. Hypotheses:
A hypothesis can be defined as a logically conjectured relationship of two or more
than two variables in the form of a testable statement.
9.1. Null Hypothesis:
a) Directional Hypothesis:
H0: if consumers’ income increases then the consumers’ preference for milk product changes.
H0: If milk quality is low then the demand for milk product decreases.
H0: if rumors about milk quality increase then the consumer perception for milk product changes.
b) Non directional Hypothesis:
H0: There is a relationship between income and consumer preference for milk product.
H0: There is a relationship between milk flavor and consumer preference for milk product
H0: There is a relationship between geographical area and consumer preference for milk product.
H0: There is a relationship between religion and demand for milk.
9.2. Alternative Hypothesis:
a) Directional Hypothesis:
H1: if consumers’ income increases then the consumers’ preference for milk product doesn’t changes.
H1: If milk quality is low then the demand for milk product doesn’t decreases.
H1: if rumors about milk quality increase then the consumer perception for milk product doesn’t changes.
b) Non directional Hypothesis:
COMSATS Institute of Information Technology. 25
Factors Influencing Customers Preference Regarding Milk Product
H1: There is no relationship between income and consumer preference for milk product.
H1: There is no relationship between milk flavor and consumer preference for milk product
H1: There is no relationship between geographical area and consumer preference for milk product.
H1: There is no relationship between religion and demand for milk.
COMSATS Institute of Information Technology. 26
Factors Influencing Customers Preference Regarding Milk Product
10. Reference:
1. Goodland R., (2001) The Westernization of Diets - The Assessment of Impacts in
Developing countries - with special reference to China, DRAFT, 2001
2. PCRM (Physician Committee for Responsible Medicine). (1999). Vegetarian Starter Kit.
3. WHO/FAO, (2002). Diet, nutrition, and the prevention of chronic disease. Report of
the Joint WHO/FAO expert consultation.
4. Walter C. Willett. (2001). Eat, Drink and Be Healthy. The Harvard Medical School
Guide to Healthy Eating, Simon & Schuster.
5. Dr Caroline Horwath. (1995). Department of Human Nutrition, University of Otago.
6. Clark E. Grosvenor, MARY Frances Picciano and Craig R. Baumrucker. (1993)
Department of Molecular and Cellular Biology, The Pennsylvania State
University.
7. D. L. Palmquist , A. Denise Beaulieu , and D. M. (1993). Department of Food Science,
Cornell University, Ithaca.
COMSATS Institute of Information Technology. 27