Consumption and attribute perception of fluid milk in Taiwan

Purpose - This study aims to examine the consumption patterns of fresh milk, yogurt drinks, and flavoured milk along with the product attributes that consumers perceived. Design/methodology/approach - Over 300 samples were collected from the three most populated metropolitan areas in Taiwan. The cluster analysis is applied in the study to segment respondents in order to reveal different consumption patterns. Findings - Consumers who purchase larger quantities of fluid milk are those who have relatively higher household incomes. The taste and flavour of fluid milk products are the attributes that consumers value. Consumers who purchase more fresh milk products pay more attention to the fat content, calcium content, and whether the products have the certified labels. Consumers who consume large quantities of yogurt drinks value overall beneficial bacterium attributes of the products. Originality/value - Based on the results of this study, appropriated marketing strategies are suggested and can be useful for firms to target customers.