Consumers ' Food Choosing Behavior under Nested Structure

This study aims to investigate the consumers' dairy food choice behaviours and preferences and their affecting factors based on a sample collected in Sari, Iran in 2018. This research used the nested logit model. The results revealed that yoghurt, milk and cheese were the most preferred among dairy products and older consumers were more interested in low-fat dairy products. Affecting factors on consumers' preferences indicated that price and family expenses decreased the probability of their choice, while variables such as age, education and attention to exercise increased this probability. Marketing mix variables (the 4Ps) also had significant effects on the selection of dairy products.