Changing New Zealanders' attitudes to milk? / Carol Wham

Abstract

Investigates the relationship between consumer attitudes and the effects of TV advertising of milk in New Zealand, in light of the long-term decline in milk consumption.The findings indicate that, in order to reverse the decline in milk consumption, the milk industry must develop advertising strategies that have more relevance to consumers, and that further research is required in order to understand the relevance of milk in consumer lifestyles.