Factors affecting consumers' choice of beverages in 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. © 1998 John Wiley & Sons, Inc.
Year of publication: |
1998
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Authors: | Watanabe, Yasuhito ; Suzuki, Nobuhiro ; Kaiser, Harry M. |
Published in: |
Agribusiness. - John Wiley & Sons, Ltd., ISSN 0742-4477. - Vol. 14.1998, 2, p. 147-156
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Publisher: |
John Wiley & Sons, Ltd. |
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