Effects of Milk Type and Consumer Factors on the Acceptance of Milk among Korean Female Consumers

ABSTRACT: Despite an overall increase in the consumption of milk products, the consumption of plain processed milk in South Korea is decreasing. One of the major reasons for this phenomenon is that consumers in Korea find the taste of plain milk unpalatable. The principal objective of this study was to identify the internal and external drivers of liking for milk among Korean consumers. The results of descriptive analysis ( Chung and others 2008 ) were correlated to the results of consumer taste tests to identify the sensory characteristics that positively and negatively affect consumers' liking of milk. Consumers' health and food‐related attitudes were surveyed as well as their daily milk consumption patterns to investigate the effects of these attitudes and consumption patterns on the liking for various types of milk. Consumers' liking of milk samples was positively correlated with sweetness, sweet cream flavor, and smooth texture. Grassy odor, raw milk flavor, artificial milk flavor, and rancid flavor were the negative drivers of liking. Consumers who frequently drink plain processed milk, in particular, preferred the UHT‐processed whole milk samples, whereas infrequent drinkers preferred lactose‐free milk samples. Consumers with strong food neophobic tendency significantly rated lower than consumers with weak tendency for most of the liking categories and some of the attribute intensities. Finally, when the consumers were grouped based on their common preference for milk samples, plain processed milk consumption frequency was the major determinant affecting the preference for milk.