Identifying consumer characteristics associated with Japanese preferences toward milk products

Abstract

This article identifies consumer characteristics associated with preferences toward milk products. Using Japanese consumer data and Quantification Theory Type III, consumer' milk and other beverage preferences are quantified. The results indicate that men, middle-aged people, and people with no calcium concerns prefer soda and alcoholic beverages to milk beverages, while younger people, larger families, and people with calcium concerns drank more milk more often. The results also indicate that non-milk drinkers, older people, people with no calcium concerns, and men are less inclined to consume cheese and yogurt, and stronger health concerns increased demand for milk and dairy products. © 1997 John Wiley & Sons, Inc.