Abstract

This study focuses on the various antecedents influencing the satisfaction of customers consuming flavoured milk (FM) and also to find the differences in gender and location on the consumption of FM. In order to find the impact of the various antecedents individually on the consumers’ feeling of overall satisfaction on the flavoured milk of their choice, linear regression was conducted. Also, to find the impact of all the antecedents together on the overall opinion, multiple linear regression was carried out. The outcome of the analysis shows that impact of quality, taste and quantity respectively are the primary factors that influence the overall satisfaction on FM apart from other factors. An independent sample t–test was done to determine the gender difference and the locational influence on the preference of FM. It was found that there is no difference in the preference and satisfaction among gender and location of consumers.