Consumer Behavior Toward Goat Milk and Its Processed Products in Malang, IndonesiaJournal of International Food & Agribusiness Marketing

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Authors
Hari Dwi Utami
Year
2014
DOI
10.1080/08974438.2012.755724
Subject
Food Science / Business and International Management / Marketing

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Consumer Behavior Toward Goat Milk and Its Processed Products in Malang,

Indonesia

Hari Dwi Utami a a Brawijaya University , Malang , Indonesia

Published online: 31 Jan 2014.

To cite this article: Hari Dwi Utami (2014) Consumer Behavior Toward Goat Milk and Its Processed

Products in Malang, Indonesia, Journal of International Food & Agribusiness Marketing, 26:1, 1-12,

DOI: 10.1080/08974438.2012.755724

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Consumer Behavior Toward Goat Milk and Its

Processed Products in Malang, Indonesia

HARI DWI UTAMI

Brawijaya University, Malang, Indonesia

The study was carried out in Malang East Java, Indonesia. The purpose was to investigate how consumers behave with regard to fresh goat milk or its processed products and to examine determinants that influence this behavior. One hundred respondents were selected using a convenience sampling method and interviewed using a structured questionnaire. Logistic regression analysis was used to analyze consumer behavior toward fresh goat milk or its processed products. This study could contribute to a better understanding of consumers’ demand toward this food. Consumers often purchased fresh goat milk or its processed products whereas only a small number rarely bought this food. Consumers frequently demanded fresh goat milk or its processed products as they had more family members and perceived the importance of the availability, many choices, and the affordable price of this food. On the contrary, consumers with high education and concern about the importance of income, the existence of cow milk and its product, and consumers’ perception about fresh goat milk and its processed products as special foods might seldom purchase these foods.

KEYWORDS consumer behavior, goat milk, milk demand, processed goat milk products

INTRODUCTION

Goat milk is one of the recent issues in the livestock subsector and is starting to be well known among Indonesians. This milk is known as nutritious food that contains a better nutrient compared with cow milk and it may become

Address correspondence to Hari Dwi Utami, Social Economic Department, Faculty of

Animal Husbandry, Brawijaya University, JI. Veteran Malang, East Java, Indonesia. E-mail: hmamiek@yahoo.co.uk

Journal of International Food & Agribusiness Marketing, 26:1–12, 2014

Copyright # Taylor & Francis Group, LLC

ISSN: 0897-4438 print=1528-6983 online

DOI: 10.1080/08974438.2012.755724 1

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L ibr ary ] a t 2 0:0 2 0 5 F eb ru ary 20 15 one of the alternatives to meet community demand toward milk in the future.

It is quite interesting to develop this product in order to provide animal protein. Even though goat milk has a high nutrient value, only few consumers have recognized its benefit. For instance, processed goat milk such as kefir can be used as a functional food that is beneficial for human health (Thohari, Purnomo, Radiati, & Fanani, 2012). In fact consumers are more familiar with cow milk compared with goat milk. The situation was aggravated by the existence of goat milk particularly at Malang areas. The availability of dairy goats is rarely and unevenly spreading through this region. Moreover, it is difficult to obtain goat milk and its processed products (Radiati, Utami, & Argo, 2008).

The dairy goat was emerging in the last decade. It was well developed in Malang area particularly. Similar to cow milk, goat milk was proposed to supply milk for Indonesian people. This product has contributed in providing animal protein that plays an important role for developing the intellectual life of the Indonesian nation.

Consumers may choose goat milk and its processed products among many other milk foods. Also, consumers may select food because of its availability (Utami, 2004). In order to measure actual choice, frequency of consuming or purchasing these foods at a certain time of the day, week, month, and year were used. Frequency of purchase of this food implies consumers’ preference for these foods. Purchasing action will yield outcomes of either satisfaction or dissatisfaction. This can be measured by not only observing or tracking the purchasing frequency of these foods but also by repeat purchases in the future. Consumers repeat their purchase of fresh goat milk or its processed products in the future if they feel satisfied and vice versa.