The research topic is the preference of consumers and willingness to pay for the raw milk in UAE. A literature review analysis is done in this part of the report to formulate the research question. In urban areas, the preference for raw material was less as compared to the rural while pasteurized package milk is preferred more in urban areas.The industry of dairy is facing a problem of decline in the demand for milk. The factors that are affecting the demand are the buying behavior of consumers are marketing campaigns, packaging quality, concern for the health, etc. People living in rural areas need high quality and tasty milk product, therefore, they prefer to buy branded package milk. The loyalty toward the brand of the packaged milk varies from one person to another person. The formulated research question is about factors that effects on consumer behavior to purchase raw milk, from an urban and rural area where the demand for raw milk is high and how demand can be increase.
Abstract:
The research topic is the preference of consumers and willingness to pay for the raw milk in UAE. In this report, some secondary information is collected by analyzing the past research articles. After the analysis, it has been found that as people are becoming more concerned about their health the demand for raw milk is declining significantly. They prefer to buy branded milk. The loyal towards the brand milk increases when people get high quality and tasty milk and milk products. The buying attitude of the consumer’s changes due to many factors from which the most important is the marketing campaign and the information provided on the packaging as it makes the image of the brand good in the eye of the customers. Therefore, people who are selling raw material must focus on their marketing.
Literature Review:
Bousbia, Boudalia, Chelia, Oudaifia, Amari, Benidir, Belkheir and Hamzaoui (2017) investigate the association that present between the consumer behavior towards the dairy product keeping their health and economy growth in their mind. In this research, reasons are also investigated how consumers decide while purchasing the milk and product made up of milk. The research divided the sample into three categories such as rural, urban and semi-urban areas. The results obtained suggested that the benefit regarding health, brand, trust in taste and packaging are the variables that influence the buying behavior of the customers. As research is done on the data based on Argentina, the research finds that each year 65.03 kg per person milk sales in a year. In urban areas, the preference for raw material was less as compared to the rural while pasteurized package milk is preferred more in urban areas (Bousbia, et al., 2017).
Kaya (2016), said that bacteria, toxins, parasites, and viruses, etc. are present in food are causing foodborne diseases. Food safety can be ensured when raw material of high quality get the pack in good condition of sanitary and also at low temperature. After the analysis, the researchers found that people dislike pasteurized milk more as compared to the UHT milk. The buying behavior of consumers towards the milk not affected by age, gender, group of the economy. The factors that effects the preference of consumer influence by the media that provides awareness and information regarding the product to the customers (Kaya, 2016).
Paterson (2016) explained that the preference of people towards the fluid-based products of dairy is decreasing as they are getting more concerned about their health. The industry of dairy is facing a problem of decline in the demand for milk. The factors that are affecting the demand are buying behavior of the new generation is unique and also market effect on their preferences. To resolve the issue, it is necessary to find the reason that effecting on the purchasing of the public. The result obtained suggested that in the current time some people who use to buy dairy milk stopped purchasing its and some never purchase while some are buying less than before in a week (Paterson, 2016).
G & B (2017) researched to investigate how to milk brand impact on the loyalty of the customer living in urban and rural areas. Loyalty towards the brand can be defined as the positive image of the brand in mind of the consumers and they are willing to purchase that product regularly. Research is talking about the consumers of package milk loyalty towards the branded milk, by exploring the consumer attitude towards purchase of the branded milk products. The research used both primary and secondary information and found that for every age person milk considers being essential. People living in rural areas need high quality and tasty milk product, therefore, they prefer to buy branded package milk. The loyalty toward the brand of the packaged milk varies from one person to another person (G & B, 2019).
According to Khan and Siddiqui, those researched in an urban area explained that consumer behavior to buy milk is highly affected by the features of packaging. The features include the country where is formed, price, the standard of quality and information regarding nutrition. The data in the study was collected using the questionnaire. The result said that to increase the demand for dairy milk it is necessary to focus on its packages. The product those have more and relevant information on its packages attracts more consumers towards it. Therefore, it is important that milk producers put effort into their packages and their first most important strategy to increase demand for their products ( Khan & Siddiqui, 2019).
Research Question:
The research question of this study are:
1. What are the factors that affect consumer behavior to purchase raw milk?
2. Where the demand for raw milk is high in rural or urban area?
3. How the improve the quality of raw material to increase its demand?
References
Khan, O. A., & Siddiqui, D. A. (2019). Packaging Features Effecting on Milk Buying Behavior in Karachi. International Journal of Business Administration.
Bousbia, A., Boudalia, S., Chelia, S., Oudaifia, K., Amari, H., Benidir, M., . . . Hamzaoui, S. (2017). Analysis of Factors Affecting Consumer Behavior of Dairy Products in Algeria: A Case Study from the Region of Guelma. International Journal of Agricultural Research.
G, A., & B, S. (2019). Impact of Brand Loyalty on Consumers Packaged Milk Products In Chennai. International Journal of Innovative Technology and Exploring Engineering.
Kaya, I. H. (2016). Consumers’ Perception and Attitudes toward Packaged Milk in Turkey—A Descriptive Study . Biomedical & Life Sciences.
Paterson, M. E. (2016). Assessment of consumers’ perceptions, preferences,Assessment of consumers’ perceptions, preferences,.
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