Perceptual dimensions that influence consumers' choices of milk type for beverage use

Factor analysis is used to identify two perceptual dimensions that influence consumers' choices among whole, lowfat, and skim milk. The first dimension combines satisfaction and versatility attributes, and the second combines health and nutrition attributes. The relative importance of the two dimensions differs greatly among users of the three milk types. Whole milk drinkers choose among milk types based primarily on satisfaction and versatility attributes. Skim milk drinkers choose based primarily on health and nutrition attributes. Lowfat milk drinkers use the satisfaction and versatility dimension to compare lowfat to skim milk and the health and nutrition dimension to compare lowfat to whole milk. © 1995 by John Wiley & Sons, Inc.