Malaysian Consumers' Perception Towards Yogurt in Kuala Lumpur

Abstract

Yogurt, a fermented dairy product made with beneficial bacteria, is a rich source of calcium, protein, and probiotics, offering significant health benefits like improved digestion and immune support. Despite the recognized nutritional importance of dairy products, yogurt consumption in Malaysia and both children and adults fall short of meeting recommended daily dairy intake. This research investigates Kuala Lumpur consumers' perceptions of yogurt, addressing gaps in market supply and consumption data. Using a sample of 385 respondents, mainly aged 18–27 with high educational levels, the study explores factors influencing yogurt consumption, such as Knowledge factors and price. Findings show that most respondents (86%) like yogurt, consuming it 1–2 times per week, with strawberry flavor being most preferred. Price, taste, and store location were major motivators for purchase. Also, consumers showed a positive response to reduced yogurt prices; the price factors revealed significant effects related to consumer perception, indicating their sensitivity to pricing. The study applied the Theory of Planned Behavior (TPB), along with descriptive statistics, confirmatory factor analysis, and binary regression, to reveal how attitudes, social influences, and perceived control shape yogurt consumption patterns in Kuala Lumpur. In summary, yogurt consumption in Kuala Lumpur is driven by health awareness, flavor preferences, and factors like price and promotions which influence trust. Consumers recognize yogurt's health benefits and associate it with a healthy lifestyle. The findings suggest that marketing strategies should focus on these preferences while leveraging the importance of promotions to enhance consumer appeal and market growth. This study's findings are limited by the narrow demographic focus, geographic scope, reliance on self-reported data, and lack of longitudinal analysis. The results guide yogurt producers and policymakers in tailoring strategies to enhance consumer trust, promote health awareness, and increase market reach.