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Abstract
The study examined the consumer preference for processed milk in Mymensingh town. The study was mainly based
on primary data in which 40 consumers were purposively selected from Mymensingh town. In the study, preference of
consumers for processed milk i.e. powder milk, condensed milk and pasteurized milk were investigated. Consumers’
preference for processed milk was ascertained through a 4-point numerical rating scale. The consumers highly
preferred powder milk and the computed preference index of powder milk was 80. The computed preference index of
pasteurized milk was 71. The computed preference index of raw milk was 54. The lowest preference of consumers
was for condensed milk and the computed preference index of condensed milk was 36. The study revealed that Milk
Vita has ranked first (90) followed by Diploma (85), Dano (81), Arong (68) and Red Cow (61) were the major brands
preferred by the consumers. On the other hand, Danish (36), Nido (34), Starship (34), Marks (27) and Farmland (26)
were less preferred for consumption of processed milk. The relationship between the factors that influencing
consumer’s preferences and their preferences of processed milk was also explored. Spearman rank correlation coefficient
test was used to explore relationship between the variables. The monthly income of the family, price level,
taste level, fat content, nutritional value and attitudes towards processed milk of the consumers were significantly
related with their preferences of processed milk while the other factors (age, family size, education level) were not significantly related.