Measurement of Milk Container Preferences

Journal of International Food & Agribusiness Marketing 3(1): 43-64

22 Pages Posted: 28 Feb 2015

See all articles by Mark Speece

Mark Speece

CMMU College of Management Mahidol University; Thammasat Business School; Dhurakij Pundit University, Bangkok

Douglas L. MacLachlan

University of Washington Foster School of Business

Date Written: 1991

Abstract

Consumer preference for container types for fluid milk was investigated for gallon and half gallon containers using conjoint analysis. Consumers clearly preferred plastic jugs to paperboard for gallon containers, which explains the nearly complete capture of the gallon milk market by plastic. They prefer paperboard for half gallon containers, which corresponds to the failure of plastic to penetrate that size container very well. Relative prices of container types are adjusted for the utility consumers see in the containers. Utility adjusted prices of plastic gallon containers make them very competitive relative to alternative packaging materials. Prices of plastic half gallon containers make them less competitive once utilities are accounted for.

Keywords: milk packaging technology; pricing; consumer utility

Suggested Citation

Speece, Mark and MacLachlan, Douglas L., Measurement of Milk Container Preferences (1991). Journal of International Food & Agribusiness Marketing 3(1): 43-64, Available at SSRN: https://ssrn.com/abstract=2570923

Mark Speece (Contact Author)

CMMU College of Management Mahidol University

69 Vipawadee Rangsit Road
Samsennai, Phayathai District
Bangkok, Bangkok 10400
Thailand

Thammasat Business School

2 Prachan Road
Pra Nakorn
Bangkok, Bangkok 10200
Thailand

Dhurakij Pundit University, Bangkok ( email )

Prachachuen Road
Bangkok, 10210
Thailand

Douglas L. MacLachlan

University of Washington Foster School of Business ( email )

Seattle, WA 98195
United States
206-543-4562 (Phone)
206-543-7472 (Fax)

HOME PAGE: http://www.foster.washington.edu/centers/facultyresearch/facultyprofiles/Lists/Faculty%20Contact%20I

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