A Study of Consumers’ Perception Towards Yoghurt of Bogura: Evidence from Bangladesh

Abstract

Background: Fermented dairy products like yoghurt are widely enjoyed worldwide, and a global survey across 16 countries ranked yoghurt among the top 15 most-consumed dairy items, with the highest intake noted in Western Asia and the Middle East. In Bangladesh, yoghurt is valued for its health-enhancing probiotics, pleasant taste, and long shelf life, making it a common part of everyday meals or special occasions. Aim: This study was conducted to assess the preference for the exceptional yoghurt from the Bogura area based on their socio-economic characteristics. Methodology: The research utilised primary data collected from consumers through face-to-face interviews. Data were gathered from 150 consumers from May to July 2022 in three specific locations -Bogura Sadar Upazilla, Mymensingh Sadar Upazilla and Dhaka City, Bangladesh. A probit model was used to analyse the factors affecting consumers' decisions to purchase yoghurt. Results: The study found that most consumers were female and in the young age group. Married consumers were more inclined to choose yoghurt from Bogura. Business professionals were more likely to consume yoghurt than individuals in other professions. Most consumers were drawn to the unique taste, flavour, freshness, nutritional content, and thickness of Bogura’s yoghurt. A significant portion of consumers was health-conscious regarding their yoghurt intake. The highest mean score was achieved by the statement “various flavours available." More than 50% of consumers perceived Bogura’s yoghurt to be overpriced and considered it a seasonal treat for summer. Conclusion: Consumers with higher income levels and those in younger age groups tend to consume more varieties of Bogura yoghurt; hence, it is recommended to ensure an adequate supply at fair prices and to improve the packaging and preservation of the yoghurt, which will drive GDP growth and the popularity of Bogura’s yoghurt. The study concludes that improving availability, pricing, packaging, and reducing market control by intermediaries could boost demand, especially beyond Bogura, where famous shops like Asia and Akbaria dominate the market.