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Valuing Attributes of Fluid Milk in Laos


  • Lee, Jae Won

    () (Seoul National University)

  • Kim, Taeyoon

    () (Seoul National University)

  • Napasirth, Viengsakoun

    () (National University of Laos)


This study estimates the random utility function of fluid milk using 1,165 survey responses in Laos. It finds that both products' attributes and individual characteristics affect consumers' preference for the milk and the hypothetical brand of Laos-Korea has a potential compared to four real dairy products. Results also show that calories have a positive relationship with consumer’s preference while the price and fat content have a negative one. The decision for choosing each brand is significantly affected by individual characteristics such as gender, age, whether or not respondents live with their children, the level of education, income, the frequency of purchasing milk per week, and the region where they live. The preference for five brands appears in the order of Foremost, Nabong, Thai-Danish, Meiji, and Lao-Korea, and probabilities of purchasing each brand at the mean level are 30.9%, 17.48%, 21.48%, 15.0% and 10.39%, respectively. Nabong that was Lao national milk brand still has a significant market power even though it was closed in 2008. The policies to promote milk industry by implementing its national milk brand again would be more effective if it focuses on the young generation, female consumers, families with children, quality of dairy products, and Vientiane capital areas.

Suggested Citation

  • Lee, Jae Won & Kim, Taeyoon & Napasirth, Viengsakoun, 2017. "Valuing Attributes of Fluid Milk in Laos," East Asian Economic Review, Korea Institute for International Economic Policy, vol. 21(3), pages 259-274, September.
  • Handle: RePEc:ris:eaerev:0331
    DOI: 10.11644/KIEP.EAER.2017.21.3.331

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    More about this item


    Laos; Consumer Preference; Fluid Milk; Conditional Logit; National Brand;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy


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