DETERMINANTS OF CONSUMERS PERCEPTIONS REGARDING FRESH AND TETRA PACK MILK IN FAISALABAD, PAKISTAN

Pakistan is the fourth largest producer of milk in world. Milk consumed both fresh and tetra pack form country. This study explores socioeconomic factors that affect consumer’s preferences towards consumption. Primary data were collected from a number 130 randomly selected consumers using well-structure questionnaire Faisalabad district Punjab, Pakistan. For analytical purpose, binary probit regression model was used, where multiple identified influence consumer decision buying milk. Results revealed income, education, price, age gender consumer, reason preference advertisement significant determinants affected consumers’ Income price considered dominant type. The estimates indicated negatively related to milk, one PKR increase decreased probability consumption by 21.3 percent. inferior goods regarding income level. likelihood increased 14 effect education level household on has been found be significant. Another important factor ‘health hygienic consideration’, who believe hygiene healthy are 8.7 percent more likely prefer instead suggests government reduce difference order enhance assurance quality consumers. processing marketing stakeholders need meet standards provide at fair customers.