Household consumption preferences of dairy products and their perceptions of milk safety

Abstract

Abstract The study investigated consumer perceptions of milk safety and consumption preferences of dairy products. Households randomly selected from urban areas (n = 135) and non‐urban areas (n = 135) were surveyed using semi‐structured questionnaires. An ordinal logistic regression was used to estimate probability of households preferring to consume particular milk products and that of milk safety knowledge being important to households. Urban households were 2.8 times more likely to consume fresh milk ( p < .05). Households from urban areas were two times more likely to purchase fresh milk from the kiosks, while households from non‐urban areas were five times more likely to buy fresh milk from vendors. The likelihood of appearance, quality and nutritional value of milk products being important to households was higher in urban locations compared to non‐urban locations. Consumers prioritized price and convenience over milk safety. Knowledge and awareness of milk safety issues was more important to urban households. Practical applications Understanding consumption preferences and consumer perceptions enables regulatory agencies, policy‐makers, and the dairy industry to make informed decisions and to put in place awareness programs on the risks of purchasing potentially contaminated milk through informal markets.