Analysis of Consumer Preference for Products along Dairy Value Chain in Kano State, Nigeria

The study analyzed the consumer preference for dairy products in Kano State, Nigeria. Primary data were collected at random using a well-structured questionnaire from 120 dairy consumers from the study area. Descriptive statistics, Garrett’s ranking technique and multiple regression model were used in the analysis of the data for this study. The results show the average age of the dairy products consumers was 36.75 years with a mean household size of 7. Majority (90.8% and 51.7%) were male and married and also 65.0% had tertiary education. Most (39.2%) of the dairy consumers sourced their dairy products from supermarkets. The results further revealed that yoghurt and Fermented milk were the most preferred dairy products. Followed by Ice cream, Evaporated milk, Ghee and Butter. The results also indicated the monthly expenditure on dairy products is significantly influenced by Age (P<0.01), Monthly income (P<0.05) and Availability (P<0.05). High price is the major hiccups to dairy consumption. It is concluded that yoghurt is the most preferred dairy product. It is recommended that investment should be intensified on dairy products to ensure regular supply of the quality products at affordable prices.