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Factors affecting consumers' choice of beverages in Japan
- Watanabe, Y., Suzuki, N., Kaiser, H.M.
- Agribusiness 1998 v.14 no.2 pp. 147-156
- milk, beverage industry, consumer behavior, decision making, consumer surveys, demography, probabilistic models, equations, lifestyle, socioeconomics, Japan
- This article examines the relative importance of various consumer attributes on beverage consumption decisions in Japan. A logit model is used to identify significant demographic, socioeconomic, and lifestyle characteristics affecting the consumption of nine beverages. The logit model is applied to data from a major consumer survey conducted in 1996 by the National Milk Promotion Association (NMPA) of Japan. The results indicate that many of the consumer attributes have a statistically significant association with the decision to consume the various beverages.