Resumo

MONTANO MENDEZ, Iliana Enriqueta; AVENDANO RUIZ, Belem Dolores; ACOSTA MARTINEZ, Ana Isabel  e  MESIAS DIAZ, Francisco Javier. Consumer preferences of bovine fresh milk in Baja California, Mexico. Rev. mex. de cienc. pecuarias [online]. 2013, vol.4, n.1, pp.47-60. ISSN 2448-6698.

Consumer preferences for fresh cow's milk in Baja California, Mexico, were studied using data for 418 consumers. Consumer habits were characterized, segments determined based on principal attributes such as packaging, fat content and price, and market niches identified for new products. Conjoint analysis, segmentation analysis and clústers analysis were applied to identify consumer preferences. Consumers preferred pasteurized whole milk (for its flavor) over ultrapasteurized milk and milk formulas. Some market segments exhibited positive utility valuation for price, an unusual situation for agricultural products. Niches were identified for new products in this market, highlighting expansion opportunities for producers.

Palavras-chave : Conjoint analysis; Clusters; Market simulation; Ideal product; Market share.

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