A study on consumer attitude toward functional dairy foods enriched with probiotics

This study examines consumer attitudes toward functional dairy foods enriched with probiotics. Using primary survey data (n = 63) and supporting literature, the paper investigates awareness, perceived benefits, trust in claims, willingness to pay, and factors influencing purchase decisions. Quantitative analysis of Likert-scale responses and demographic summaries are presented. Key findings indicate moderate awareness of probiotic dairy products, generally positive beliefs about their health benefits, and a majority willingness to pay a slightly higher price for proven benefits. Implications for producers, marketers, and policymakers are discussed.