Date of Award:


Document Type:


Degree Name:

Master of Science (MS)


Agricultural Systems Technology and Education


Rondo A. Christensen


A survey of 360 respondents in metropolitan Salt Lake City was made to determine their attitudes about fluid milk products and the affect of these attitudes on consumption levels. The fluid milk products studied were regular whole milk, two percent milk, skim milk, and nonfat dry (powdered) milk.

The respondents had the most positive attitudes about regular whole milk. Their attitudes about the other three products were highest for those which most nearly resembled regular whole milk . The consumption levels of the four products followed the same pattern.

The respondents' attitudes about four attitude parameters affected their consumption levels. Those respondents with positive attitudes about these parameters consumed more than those with neutral or negative attitudes. The four parameters were taste-refreshment, nutritionvitality, appropriateness, and convenience.