Analysis of factors affecting consumer behavior of dairy products in Algeria: A case study from the region of Guelma

Abstract

Background and Objective: Examination of the relation between dairy products consumption and consumer behavior is important, due to the importance of these products for health and also for economy. The objective of the study was to analyze the consumer behavior in regard to milk and dairy products and possibly identify effects of different variables on consumer decision upon purchase of milk and milk products. Methodology: A total of 326 random households located in urban, semi-urban and rural areas were selected. A survey protocol was used to collect data on milk consumption (perception before purchase and real consumption) using questionnaires. In this study, consumerʼs dairy products behavior consumption in the region of Guelma (Algeria) was studied, using different socio-economic variables assessed by so-called evaluation criteria 1-5. Contingency analysis were used to analyze indicatorʼs perception of consumers about milk and milk products using classification criteriaʼs. Factors determining the yearly quantitative consumption were analyzed, using a covariance analysis. Results: For perception analysis, the most important socio-economic variables explaining individual differences in consumer behaviors were: Taste trust, health benefits, packaging, type of shop, brand, the origin of product and publicity. For consumption analysis, results revealed highly variable levels of milk and dairy products consumption: (1) Average consumption of milk equivalents was reached 162±113 kg (101 kg of drinking milk, 16.87 of yogurt, 21 of butter and 21.81 of the remaining products), (2) Consumption of pasteurized milk was 65.03 kg personG1 yearG1 , (3) Raw milk consumption was significantly higher in the rural than in the urban areas (p<0.05) and (4) Consumption of pasteurized packaged milk and Ultra High Temperature (UHT) milk was significantly higher in urban areas (p<0.05). Moreover, a covariance analysis allowed the identification of 4 major factors in the variation of dairy products consumption: The geographic area (43.98%), the number of children per household (20.80%), the income level (20.76%) and the price (9.17%). Conclusion: It is concluded that assessment of consumer behavior can contribute to a better understanding consumption behavior, which can be used as a useful indicator of market orientation, in the aim to increase dairy products consumption.