Consumer Preferences and Attitudes Toward Butter and Advertising in Brookings and Madison, South Dakota

The basic purpose of this study was to seek means of improving the incomes of dairy farmers through the development of better markets for butter. In line with this, three major hypotheses were tested. The hypotheses were: (1) a sufficient proportion of consumers in Brookings and Madison prefer cultured butter to make it feasible to develop a market for it, (2) consumption of cultured butter can be increased by sales promotion, (3) development of a market for cultured butter will increase total butter consumption