2012 ©
             Publication
Journal Publication
Title of Article Factors Influencing Sri Lankan Consumer’s Decisions to Purchase Fresh Milk  
Date of Acceptance 11 July 2018 
Journal
     Title of Journal แก่นเกษตร 
     Standard TCI 
     Institute of Journal คณะเกษตรศาสตร์ มหาวิทยาลัยขอนแก่น 
     ISBN/ISSN 0125-0485 
     Volume 46 
     Issue
     Month กรกฎาคม-สิงหาคม
     Year of Publication 2019 
     Page 797-804 
     Abstract The study investigates Sri Lankan consumers’ behaviour in relation to the purchase of fresh milk and the factors affecting their purchase decisions. A total 391 households from all nine provinces in Sri Lanka were surveyed with a structured questionnaire. Descriptive analysis, factor analysis and logistic regression were carried out to fulfil the objectives. The results reveal that a consumer’s decision to purchase fresh milk is significantly and positively influenced by his or her perception of its sensory attributes (the taste and smell of fresh milk), and that consumers are motivated by health and convenience factors and negatively influenced by advertising. Furthermore, about socio-economic factors the results show married consumer who has less household size, high household income, and high education level is more likely to purchase fresh. The results of this study give some useful information to marketers for their marketing strategies, as well as to the Sri Lankan government to enable it to take suitable steps to improve and enhance the fresh milk industry in Sri Lanka. 
     Keyword purchase decision, fresh milk, Sri Lanka 
Author
585030073-3 Mrs. POLPITHIGE CHAYA PRABHATH PERERA [Main Author]
Agriculture Master's Degree

Reviewing Status มีผู้ประเมินอิสระ 
Status ตีพิมพ์แล้ว 
Level of Publication ชาติ 
citation false 
Part of thesis true 
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