Postmodern consumer research: Introspective review on the study of milk
In past two decade the social and economic developments along with technological advancement, especially in developing world, have significantly influenced the demand and supply, increase in productivity, emergence of large scale commercial dairy farms and consumption patterns and profit loss margin. This has given rise to the safety problems of masses as well as an individual health. Although information on environmental, chemical and other adulterants in milk have been available since 1980s, it is relatively in recent years that public awareness of the issue has come into existence. Last one decade has emphasized research on consumer studies and awareness as well as on milk and milk products. Article takes a historical perspective on changes in studies on consumer and on understanding of the food safety hazard in milk, their sources and means of prevention. The paper reviews previous work and major trends in consumer research and awareness in present time. It also describes the previous arrangements, how they have changed to the present day, and might change in the future.
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