Consumption Patterns and Preferences of Households

Milk and milk products are considered key components of healthy human diet. Promoting local milk production is a strategy by the Government of Sri Lanka to reduce dependency of the nation on imports. Yoghurt and curd industry primarily depends on local production of milk and involve a diverse set of industry participants. Understanding the current status of the market from consumer perspective is important to the government for planning for increasing local production of milk and to producers in design of market strategies. Objectives of this study were to investigate the factors affecting consumption patterns and brand preferences of yoghurt and curd by households in Anuradhapura District. Data were gathered using a structured survey schedule Ninety households were randomly selected from 3 locations (Kadiyangalla, Kurundankulama and Yasasiripura) to represent rural, semi-urban and urban households. Consumption data were based on seven-day recall of food purchase and consumption.Data on socio-demographics and availability of brands in the locality were also collected. Data were analyzed using descriptive statistics to understand consumption patterns.