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School milk consumption has declined steadily in Germany. A research project was set up to retrieve quantifiable information on the different factors of influence and to develop solutions to improve the school milk consumption.. The main goal is to evaluate the impact of price, product range, distribution form, information campaigns, regional situation, county based social index, socially-funded school milk distribution, and gender shares, as well as the immigration background share within a class. A total of 400 primary schools were selected by stratified random sampling. Surveys for principals and school milk managers were used to gain information on distribution problems throughout the milk chain, on the handling, and their attitudes towards school milk and milk in general. The price of school milk is being reduced stepwise in the 2008/09 school year. The quantity of consumption is reported per class. A multilevel analysis is applied to determine the factors driving consumption at the class level. First results will be validated. The paper comprises an extended introduction, followed by the research approach. A descriptive analysis is given following a detailed description of the experiment.. The estimation procedure is discussed before the results are presented. Finally, a qualification of outcomes and conclusions concerning further research are found.


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