Exploring of Consumer Behaviour Towards Goats Milk Products
Asmaul Khusna (a,b), Muhamad Riyan Fitriyanto (a), Mujtahidah Anggriani Ummul Muzayyanah (a*)

a) Department of Livestock Social Economics, Faculty of Animal Science, Universitas Gadjah Mada, Jl. Fauna No. 3, Bulaksumur, Yogyakarta 55281, Indonesia
*m_anggriani_um[at]ugm.ac.id
b) Department of Livestock Products Processing Technology, Politeknik Negeri Banyuwangi, Jl. Raya Jember Km 13, Banyuwangi, Jawa Timur 68461, Indonesia

Abstract

Increasing consumer awareness of healthy food consumption and interest has positively influenced the demand for goat^s and goat^s milk products. The study aims to determine the consumption of goat^s milk products with sociodemographic characteristics of consumers and consumer behaviour towards goat^s milk products. This study used 108 respondents selected by purposive sampling. Data was collected through interviews and then analyzed using descriptive and qualitative methods using Chi-square. Research results show that consumer behaviour and preferences were seen from the relationship between the sociodemographic characteristics of the respondents and the consumption of dairy products which was significantly (p < 0.05) related to gender characteristics. The average weekly consumption of goat^s milk products is 0.31 kg for powdered milk, 0.078 kg for ice cream, 0.327 L for pasteurized milk and 0.332 L for fermented milk. Conclusion This research is consumer behaviour shows that processed goat^s milk products most preferred by consumers is powdered milk with chocolate flavour. Consumers consume goat^s milk for health reasons, and the most disease currently being suffered by consumers of goat milk products is gastric acid. This finding is expected to be an insight for producers to design marketing strategies for goat milk products.

Keywords: consumer behaviour- goat milk product- sosiodemografi characteristic- chi-square

Topic: Socio Economic of Agriculture