پديد آورندگان :
قهرمان زاده، محمد دانشگاه آزاد اسلامي واحد تبريز - گروه مديريت كشاورزي، تبريز، ايران , فرسادي، غزاله دانشگاه آزاد اسلامي واحد تبريز - گروه مديريت كشاورزي، تبريز، ايران , پيش بهار، اسماعيل دانشگاه آزاد اسلامي واحد تبريز - گروه مديريت كشاورزي، تبريز، ايران , فلسفيان، آزاده دانشگاه آزاد اسلامي واحد تبريز - گروه مديريت كشاورزي، تبريز، ايران
كليدواژه :
تقاضا , شير و ماست , ويژگيهاي تغذيه‌اي , مدل لاجيت با ضرايب تصادفي , روش BLP
چكيده لاتين :
Introduction: Dairy products including, milk and yogurt are wealthy in protein, fat, sugar, calcium and vitamins, therefore, playing a noteworthy part within the well-being and cleanliness of the society and have a major extent of each household’s food basket. The unavoidable importance of milk and dairy products for the individual health has put everlasting consideration on the production and consumption of these products on the face of the policy makers and future planners of each nation. The demand of these products depends on multiple factors. The most relevant factors are population, income, taste preferences, nutrition facts, health preferences, and trademark acknowledgment. Hence, the main object of this study is to investigate the effects of milk and yogurt nutrition attributes on household’s demand in Tabriz city.
Data and Methods: In this study, the Random Coefficients Logit model was applied to estimate the demand of differential products of milk and yogurt. The Berry, Levinsohn and Pakes (1995) (BLP) method was utilized to capture the products attributes and household characters which affect the milk and yogurt demands. The required data was collected by questionnaire sampling in 10 different blocks of Tabriz based on proportional stratified random sampling in 2019. Moreover other information as scan data was gathered from main and chain retailer grocery stores. We considered the price and four attributes of milk and yogurt including amount of sugar, fat, protein, trans-fatty acid and four demographic characters including: age, income, education, child under 6 years old and some healthy consideration. Finally, three hypotheses are proposed here to analyze the impact of three important aspects, namely health preferences, cultural and taste preferences, and personal properties and priorities, in the demand of these two dairy products- milk and yogurt. The most seven brans of milk and yogurt including Koohsaran, Kalleh, Ashayer, Soutchilar, Mihan, Damdaran and Pegah were considered with deferent packing and size.
Results and Discussion: The results showed that milk and yogurt attributes including fat, protein, and sugar have altogether significantly positive impact on the average utility of people so that the desirability of customers for purchasing the products increase (decreases) commensurately to the increment (diminish) of these properties. So, this indicates that the customers lean toward taste over to health considerations. However, the results of this study point out that considering the demographic parameters reduces the influence of the mentioned properties. For instance, the utility of consuming high-fat milks decreases among households with higher education, age, and income and increases in households with children under six years old. In the case of yogurt, the households with higher income and children under six years old get more utility while whereas by increasing age of individuals this utility is going down. Also, level of education and children under six years old and some observation factors such as special illness or diet lead to rising the utility of high protein yogurt consumption whereas it falls by increasing age and income. The own- and cross- price elasticity of the seven brands revealed that the all own price elasticities were negative and less than one and the Pegah has the most elasticity.
Conclusion: The results indicate that for both milk and a yogurt product, the price parameter has negative affect on the average utility of households. Moreover, this falling utility intensify by expanding the number children under 6 years old and considering perception components. In this manner, the economics components have critical roll on milk and yogurt consumption and so the policy makers should address this mater on the food security programing. The founding shows that the individuals incline toward taste and preference over to health considerations, hence it ought to consider within the society health arranging and endeavor to progress it.
