Consumer perceptions of fluid milk advertising in Taiwan

Abstract

This study analysed consumer perceptions of fluid milk advertising in Taiwan. Results indicated that female shoppers between the ages of 26 and 35, people with higher household income, and people living in smaller households were more responsive to fluid milk advertising. Males, older people, people with lower household income, and people living in larger households were less sensitive to fluid milk advertising. Consumers with higher perceptions of fluid milk advertising tended to increase fluid milk consumption in the summer and preferred well-known brands.