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Food purchasing behaviour is influenced by economic factors such as price and income, as well as by non‐economic factors such as concern about diet and health, growth of vegetarianism, convenience, household′s life cycle and advertising. Reports on a survey in Chania, the second largest city of Crete, to determine the factors that affect the purchasing behaviour of fresh pasteurized milk and to identify the attitudes and perceptions of consumers towards it. Reveals that the concern about health of consumers, strong advertising campaigns, as well as the age and economic status of respondents, influence consumer choice towards fresh pasteurized milk. Finally, scrutinizes the attitude of the majority of consumers towards fresh pasteurized milk although concentrated milk (the basic competitor) still has the biggest market share in Chania.

The Fresh Milk Logo certifies that dairy product sold in Taiwan really is fresh milk. However, the logo represents only a moral pledge by the manufacturer. No method exists for inspecting whether products are fresh milk or reconstituted milk, and the label does not represent a commitment to the same level of quality and consumer health protection as found in organic foods. The purpose of this paper is to analyze consumer perceptions of organic certified agricultural standards (CAS) and estimates consumer willingness to pay (WTP) a premium should the Fresh Milk Logo be transformed into an organic CAS certified label.

Exploratory factor analysis is adopted to extract the main determinants of respondent perceptions and preferences. Additionally, the double-bounded dichotomous choice of the contingent valuation method (CVM) and survival function is used to measure consumer WTP a premium for organic fresh milk.

Consumer consumption preferences for buying fresh milk extracted four main factorial dimensions: Fresh Milk Logo, price/promotion, organic, and product/brand. Respondents are willing to pay US$21.95 extra per year to buy organic CAS milk and the factors affecting WTP are “Fresh Milk Logo” and “organic”.

The problems of the CVM include hypothetical and starting point for price bidding. The double-bounded dichotomous choice contingent valuation model and pre-testing can reduce the biases. The survival function is more flexible, yields more information and permits assumptions regarding parametric distributions without additional costs. The collaboration of survival function with the double-bounded method produces a reliable result that incorporates fewer statistical errors.

Consumers are willing to pay a premium for fresh milk with an organic CAS label that certifies its good quality and safety.

Marketing managers can use the study findings to develop effective marketing strategies and refine advertising campaigns to promote organic fresh milk to attract more consumers.

Organic food labels certify food safety, and are associated with the trend toward increasing awareness of environmental and health issues. Perception of organic food labels are introduced into double-bounded dichotomous choice CVM to estimate consumers’ WTP, an approach which has successfully dominated traditional methods, using Likert scale-type measurement.

In Mali, dairy processors mostly use imported powdered milk rather than local fresh milk, constraining the development of a domestic milk sector. We investigate factors motivating a firm's choice of milk input, to identify measures that can encourage demand for fresh milk.

We utilize case study data from nine firms that use fresh and powdered milk to varying degrees, and which are representative of dairy processing in Bamako. To model firm motivations, we assess how each input contributes to or detracts from firm competitive advantage, through its influence on cost and differentiation.

Firms using fresh milk pay a higher input price, incur higher transaction costs and face additional challenges in production and distribution. Firms distinguish themselves from competitors through four potential sources of differentiation: novel product types, quality enhancements, quality-signaling and unique packaging. However, fresh milk firms are less likely to exploit each source of differentiation.

Competitive advantage is a useful framework for understanding firm behavior in developing markets and can be applied in other contexts to strengthen external validity.

The extant economics literature on African dairy development has been surprisingly silent on the threat of import competition. This research is one of the first to investigate this issue in the under-studied middle segment of food value chains.

The purpose of this paper is to develop fresh cheese made from different types of coconut milk (fresh, UHT, and reconstituted coconut milk) mixed with pasteurized cow’s milk (50:50) by rennet coagulation. The main aim of this study was to achieve successful formation of cheese curd with fully coconut milk aroma and flavor.

Fresh cheese made from different types of coconut milk mixed with cow’s milk (50:50) were developed and compared to fresh cheese made from cow’s milk (100:0). Physicochemical analysis including pH, acidity, percentage of yield, protein and fat content, texture analysis and sensory evaluation has been performed. The nine-point hedonic preference test (n=35) and consumer testing (n=235) were conducted.

In comparison, fresh cheese made with the presence of coconut milk (50:50) had higher fat content, lower crude protein content, higher firmness, and adhesiveness than those made from cow’s milk alone (0:100). The cheese with the presence of coconut milk was liked better by consumers (7.35 out of 9). Rehydrated coconut milk was mostly preferred to use among all three types of coconut milk which showed firmer texture and admired flavor. The texture of the developed product was proved to be similar to commercial cottage cheese. Using the rehydrated coconut milk in the formulation gave successful results for making fresh coconut milk cheese, which has also not been used previously in any research.

In this paper, the effect of process conditions on the quality of cheese curd formation was not yet investigated and discussed. The process parameters including heat treatment and renneting time should be further studied.

A novel fresh cheese made from coconut milk mixed with pasteurized cow’s milk was successfully developed. The cheese curd was formed with fully coconut milk aroma and flavor.

The purpose of this paper is to examine the influences of consumer perceptions of labelled information and sensory attributes on consumers’ intention to buy fresh milk.

An experiment was conducted on 117 consumers in a lab at a university. After closely inspecting the labels’ information and tasting two types of milk, participants were asked to fill in a questionnaire, using the direct interview method. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were applied to analyse the data.

The results show that products’ labelled information and the sensory perceptions increase the buying intention of both ultra-high temperature treated fresh milk (UFM) and pasteurised fresh milk (PFM). The sensory perceptions of PFM can mediate the relationship between products’ labels and consumer buying intentions, but this relationship is not true for UFM. According to our results, nutritional facts and taking responsibility for one’s health are the keys to fresh milk commercialisation in terms of higher relative weights and commonness.

Although the sensory aspects of milk have been rigorously evaluated in the food science literature, to the best of the authors’ knowledge, few studies have focussed on the sensory perceptions of fresh milk incorporating process categories (UFM and PFM) and their mediating effect between labelled information and buying intention in the social sciences. The study is pioneering in that it investigates the perceptions of sensory attributes affecting consumer purchasing decisions for fresh milk in an emerging market.

At the commencement of this decade, leaving behind the “striking seventies”, we christened it the “anxious eighties”, for there was a profound disquiet and uncertainty among most of the population, a fear that things were going to get worse, but they could have hardly expected the catastrophic events of the year 1981. The criteria of quality of life are its richness, grace, elegance; by the promise it contains; inspiration and purpose, hope, determination (to survive, to make certain that the evildoer is not permitted to succeed), love of one's country — pro patria, of other days.

This study aims to examine the consumption patterns of fresh milk, yogurt drinks, and flavoured milk along with the product attributes that consumers perceived.

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.

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.

Based on the results of this study, appropriated marketing strategies are suggested and can be useful for firms to target customers.

Buyer power can be defined as the ability to obtain trade terms more favourable than a supplier’s normal trade terms. The purpose of this paper is to estimate existence of buyer power in the Italian market of fresh milk. The sector is characterised by high industrial and retail firms concentration and a significant gap between the downstream and upstream prices exists.

The authors applied the “first-pass” test proposed by Lloyd et al. (2009) on a set of monthly price indexes series from 2000 to 2013 in order to estimate if a buyer power exists in this sector. This in order to verify how prices are transmitted along the supply chain and to determine if buyer power contributes in conditioning the retail-producer price spread.

Estimated results suggest that buyer power exists in the Italian fresh milk supply chain and oligopsonistic behaviour affects the spread between downstream and upstream prices.

The paper gives a contribute on estimation of buyer power in the agro-food supply chains. However, more research needs to be carried out in order to precisely evaluate the nature and the causes of presence of buyer power.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

The following are the Definitions and Standards for Jams, Jellies, and the like, as laid down by the United States Department of Agriculture, that is to say the Federal Department, and in force at the present time in matters relating to inter‐state commerce. The Definitions and Standards have been closely followed by the various States in Union:—