CONSUMER PREFERENCE FOR YOGHURT ATTRIBUTES IN KADUNA METROPOLIS

Abstract

A two phased survey was conducted firstly to identify and determine packaged yoghurt brands, consumer preference for the brands and ascertain quality attributes important to consumers in Kaduna metropolis. In phase two of the study yoghurt was prepared with varying levels of the identified attributes and consumer preferences in terms of the identified attributes (colour, thickness, sweetness and flavor) were determined. The survey identified about twenty commercial yoghurt brands, the first five commands more than 87% of consumer preference. Consumers preferred moderately thick and sweetened, strawberry flavored white colored yoghurt. The Sensory evaluation validated the consumer survey in that white colored, strawberry flavored yoghurt was most preferred, indicating a possible midpoint bias .The least preferred yoghurt color was yellow.