Consumer Motivations and Preferences for Processed Dairy Products: Means-End Chain Analysis in Dar Es Salaam, Tanzania

Abstract

This study examines the cognitive motivations underlying consumer preferences for processed dairy products in Dar es Salaam, Tanzania, using the means–end chain (MEC) framework. The study explores how product attributes are linked to functional and psychosocial consequences, instrumental values, and terminal values that drive purchasing decisions. Data were collected from 100 urban consumers through face-to-face, in-depth laddering interviews using a simple random sampling technique. The findings reveal that sensory attributes, particularly taste/flavor, texture/creaminess, and variety of flavors, are the most important drivers of consumer preferences across UHT milk, yoghurt, and ice cream. These attributes generate functional benefits such as enjoyment, satisfaction, affordability, and product selection, which lead to psychosocial outcomes, including treating oneself, indulgence, exploration, well-being, and smart decision-making. Ultimately, these outcomes are associated with higher-order values such as happiness, contentment, excitement, harmony, security, and stability. Price, packaging, ingredients, and brand reliability also influence consumer choices by shaping perceptions of value, convenience, healthiness, and trust. The results demonstrate that consumer preferences for processed dairy products are driven by a combination of sensory experiences, economic considerations, health concerns, and emotional fulfillment. The study provides actionable insights for dairy processors, marketers, and policymakers seeking to enhance product development, branding, and marketing strategies that align with consumer values. By applying the MEC approach in a sub-Saharan African context, the study contributes to the limited literature on consumer behavior and value-driven food choices in emerging markets.