FACTORS AFFECTING CONSUMERS’ CHOICE OF DAIRY PRODUCTS TYPE IN SENDAAFA TOWN

Abstract

All consumers' of dairy products has his/her own products type choice. Dairy product type reflect confident factor affecting beforehand buying products. The objective of this study was to analyze the factors affecting consumers ‘choice of dairy product type in Sendafa town. The predicted variables involved in this research are dairy product type price, quality safety, promotion, nutritional value and product type availability; whereas product type choice is the dependent variable. So the aim of this work was to test consumers’ consume perception for several dairy products type (Raw milk, Pasteurized milk, yoghurt, Cottage cheese and butter) to evaluate the factors affecting consumers’ choice for dairy product type in study area. Relevant literatures have been reviewed in considering the idea and to find major factors that affect consumer dairy product type. Open questionnaires were distributed to nominated sample respondents by means of structured questionnaire and talk administered by the student to 350 consumers' the Committee housing units using dairy products. The respondent be located sampled based on simple random sampling and consumer were sampled using Committee housing units as this research, single housing unit symbolized single person technique. For Data analyzing through SPSS, Descriptive and multiple regression used. The results show that consumers’ using buying of dairy products increasing significantly for Raw milk and butter strongly and moderately for cheese and yoghurt and very low for pasteurized milk. So, raw milk and butter were found to be the furthermost chosen product type among encouraged dairy product type in study area. Respondents gender, age, marital status, income level and occupation status are found to be the demographic variables affecting consumers dairy product type considerably. Independent variable found as most factor affecting consumers choice of dairy product type significantly is price. Recommendations founding on the results from the research, for dairy products processor so as to make well and knowledgeable decisions that can be used to factor affect the approach of consumers make product type choice judgment. Dairy products pricing system, standards and regulation have to be regulated. Therefore, it is recommended that the administration of town has to inspire investors both manufacturers and sellers in the dairy sector to satisfy the increasing needs of society.