Milk Consumption and its Determinants - An In-depth Study in the Context of Kunduz City

This study has been launched to identify the factors influencing milk consumption in Kunduz City. Related data were collected from 335 samples by questionnaire using convenience sampling. Various statistical methods have been used to consider the goals, such as multiple linear regression, one-sample t-test, frequency, and percentage. The results of the analysis of factors affecting milk consumption showed that children under 10 years old, the number of family members with income, the number of family members, having sports activities, an educational level above a bachelor's degree, and age are important factors on the consumption of fresh milk in Kunduz city. Knowing the factors affecting milk consumption will help producers adjust their marketing activities according to their needs and desires by understanding and familiarizing themselves with consumers and customers. In addition, to produce proper and sustainable milk products, dairy companies need to solve the obstacles and infrastructure challenges in their way with the help of responsible institutions.