Physical Sciences and Mathematics Commons^™

Computer Analysis Of Consumer Attitude And Consumption Data For Fluid Milk Products, James Reed Fisher

All Graduate Plan B and other Reports, Spring 1920 to Spring 2023

The American public, with a per capita disposable income currently at an all time high, has become a source of vital concern to dairy market researchers. The unique socio-economic structure of the present generation causes the dairy industry to be concerned with how the consumer view its products. Effective education and advertising programs must be developed to attract the taste and meet the demands of the consumer.

Two factors which greatly influence market research and advertising programs are the attitude of the consumer toward a given product and the relationship of attitude to the degree of actual milk consumption. To …