Author(s): C H WHITE
Colored plastic gallon milk containers were prepared and demonstrated to consumers in three grocery stores. The four containers were colors yellow, opaque white, cream colored, and translucent plastic. A total of 393 respondents participated in the study. Several questions were asked relating to general milk consumption and preference for a particular color of milk jug. Of those respondents, 40.4% bought all their milk in plastic with 19.2% buying most of their milk in plastic. Approximately 74% indicated that they would buy milk packaged in colored plastic jugs if it were the same price as currently priced. Only 35% indicated that they would buy the plastic jug if they had to pay 3 to 5¢ more per container. The white opaque jug was the choice of consumers. Cream color was second, translucent third, and yellow fourth. Approximately 75% of the respondents indicated that it did not matter whether they could see the milk in the container.