Investigating the Factors Influencing Consumer's Inclination towards Branded Dairy

Dairy products are among food highly consumed by Iranian urban households. The market for this product has been occupied by various brands that each of which are trying to gain a greater share of the market. Gaining more market share involves the assessment and study of consumers’ behavior and their inclination towards branded food. So, this study aims to investigate factors affecting consumers’ inclination towards branded dairy using multivariate regression model and data collected in Mashhad in 2016. The results show that the age and nutritional value of branded dairy have a negative and significant effect on consumers’ desire to consume cheese, yogurt, milk and dough. It also shows that variables such as brand image, information about expiry date, advertisement, brands awareness and monthly household expenditure have a positive and significant effect on the consumers’ desire to consume branded product in four above-mentioned groups of dairies. According to the findings, it is suggested that producers and marketers of branded dairy focus on young people and use effective methods such as advertisement to inform consumers with existing brands and gain their trust.