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Consumer Preferences for Milk and Yogurt Products in Canada Open Access


Other title
consumer preferences
choice experiment
Type of item
Degree grantor
University of Alberta
Author or creator
Allen, Shannon M
Supervisor and department
Goddard, Ellen (Resource Economics and Environmental Sociology)
Farmer, Anna (Agricultural, Food and Nutritional Science)
Examining committee member and department
Farmer, Anna (Agricultural, Food and Nutritional Science)
Adamowicz, Vic (Resource Economics and Environmental Sociology)
Goddard, Ellen (Resource Economics and Environmental Sociology)
Department of Resource Economics and Environmental Sociology
Agricultural and Resource Economics
Date accepted
Graduation date
Master of Science
Degree level
This research examines Canadian consumer preferences for milk and yogurt products, both those currently available in the marketplace as well as hypothetical products. Self-reported consumption and choice experiments are used to determine consumer preferences for various attributes and how these preferences are influenced by demographic and health characteristics. The results from the consumption analysis indicate that many demographic and health characteristics are significant factors in predicting milk/yogurt consumption, that milk and yogurt consumers are not the same people, and that consumers of individual dairy products fall into different demographic categories. The choice experiment analysis indicates that individuals have narrowly distributed WTP values for fat content and informational attributes and widely distributed WTP values for functional attributes. In general, women over 50 appear to be WTP more for informational attributes and vitamin-enhanced products than the general population, while young adults are WTP more than the general population for probiotic dairy products.
Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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