Determinants consumers’ preferences for milk in Maranhão, Brazil

In cities with different population profiles and marketing, cultural aspects can prevail in a purchase decision. The milk markets are different in the cities of Chapadinha, Imperatriz, and São Luís, Maranhão State, Brazil. To study milk consumption semi-structured questionnaires were filled among consumers in order to register their habits and preferences during the dry and rainy seasons. Socioeconomic and cultural data of the consumers and aspects referring to the milk type consumed were considered. The results from 2,134 respondents were treated using descriptive statistics and the chi-squared test. The consumption and preference for milk type differed (P