Determinants of consumer behaviour when choosing between whole and skimmed UHT milk

  • Kennya Beatriz Siqueira Embrapa Dairy Cattle
  • Marielli Cristina de Pinho Federal University of Juiz de Fora – UFJF, Rua José Lourenço Kelmer, S/n - Martelos, Juiz de Fora, MG, 36036-330, Brazil
  • Cristiano Amâncio Vieira Borges Brazilian Agricultural Research Corporation – Embrapa: Rua Eugênio do Nascimento, 610, Dom Bosco, Juiz de Fora, MG, 36038-330, Brazil
  • Marco Antonio Sundfeld da Gama Brazilian Agricultural Research Corporation – Embrapa: Rua Eugênio do Nascimento, 610, Dom Bosco, Juiz de Fora, MG, 36038-330, Brazil


Large amounts of UHT milk are consumed in Brazil, but little is known about the factors affecting the consumer’s decision to choose between whole and skimmed UHT milk. Since consumers represent one of the main market drivers, it is important to identify the factors influencing their behavioral patterns. A structured questionnaire was applied to 248 people in Juiz de Fora, Brazil. A binary   logistic regression model was used to analyze the probability of buying whole or skimmed UHT milk. Results indicated that income, age, and number of family members in a residence are the major determinants of consumer behaviour when choosing between whole and skimmed milk. Higher income, older people, and smaller number of residents were associated with an increased consumption of skimmed milk. These results could be useful to orientate local dairy market campaigns and logistic distribution of products according to consumer preferences.


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