Agriculture Reference
In-Depth Information
Participants routinely purchased nearly 1 gal per week of milk products, which is
significantly higher than the U.S. average of 0.4 gal of plain fluid milk consumption
per week (University of Wisconsin Dairy Marketing and Risk Management Program
2005 ). However, we did recruit only people who routinely purchase milk products,
excluding those who did not. In addition, milk purchases were self reported as
evenly split between whole milk, reduced fat milk (1 % or 2 %) and skim milk,
which is also slightly different than the national average whereby nearly half of
plain milk purchased is reduced fat milk (University of Wisconsin Dairy Marketing
and Risk Management Program 2005 ).
7.3.2
Participant Generated Images
A total of 52 images (30 from natural food store customers and 22 from cooperative
food store customers) were collected from participant's hand-drawn milk labels that
represented the attributes that were important to them when making a purchasing
decision about milk. The most common themes in hand-drawn images included
cows in pasture, blue skies, and sunshine (Table 7.3 ), which were similar to
the themes that the professional graphic artist chose for potential pasture-based
milk labeling (Fig. 7.1 ). Wording on these same labels indicated that participants
generally wanted organic, hormone free, local, grass-fed milk products (Table 7.4 ).
Differences in images and oral questions (below) between the two recruiting sites
were tested, but were not significantly different.
Table 7.3 Themes from
participant-generated images
across six focus groups
(n
Number of times image
appeared (% of n)
Image
Pasture
23 (44 %)
D
52)
Single cow
20 (38 %)
Sunshine
19 (36 %)
No picture
13 (25 %)
Blue sky
9(17%)
Multiple cows
9(17%)
Fence
6(11%)
Glass bottle
6(11%)
Barn
4(8%)
Trees
3(6%)
Chewing grass
2(4%)
Flowers
2(4%)
Glass of milk
1(2%)
Label like cow blotches
1(2%)
Processing plant
1(2%)
Udder
1(2%)
 
Search WWH ::




Custom Search