| Abstract: | This study focused on analyzing the determinants of pasteurized milk consumption and market in Addis Ababa city. Data were collected through questioners from randomly selected sub cities Kolfe Keraniyo and Nifas- silk Lafto Households who consumed milk products. Structured questionnaires were designed so as to collect data on various attribute of milk such as milk quality, price, and promotion and distribution ways. The data collections were further stitched on cultural, social and behavioral spheres of the consumers. The questionnaires have been analyzed using SPSS 24 software. Factor analysis was undertaken in order to distinguish the basic factors which influenced pasteurized milk consumption and market in the city. Descriptive statics used to analysis the demographic part and socio economic conditions of the area under consideration. Multiple regressions were applied to analyze the relationship between milk consumption and the independent factors. Results from estimation of multiple regression models for consumption shown that culture (the fasting of orthodox Christians) decreased milk consumption by 25%. On the other hand, social factors affected pasteurized milk consumption positively. From the study, it is observed that, the milk market better to develop maintaining long term relationship along the chain. Finally, the findings suggest that milk processors better to develop a strategy to overcome the perishable nature of liquid milk during fasting time. This strategies may includes diversifying the product to long shelved products such as butter, provolone, Goda cheese, Ultra High Temperature (UHT) milk and mozzarella. Furthermore, it is better chilling equipments. |
