Consumer Preference of Dairy and Dairy Products in Wukari, Taraba State.

The research employed a descriptive survey design, collecting primary data from 300 respondents across three wards in Wukari using a structured questionnaire. Descriptive statistics were used to analyze socioeconomic characteristics, preferences, and influencing factors. The findings revealed that yoghurt (26.7%) and powdered milk (24.3%) were the most preferred dairy products, while cheese (1.7%) was the least consumed. Cow milk dominated preferences (80.3%), with goat milk trailing (12.6%). Price emerged as the primary factor influencing purchases (34.0%) and the main barrier to consumption (37.0%), followed by availability (22.3%) and quality (20.7%). Family and friends significantly influenced preferences (83.3%), outweighing advertisements (7.7%) and social media (7.0%). Socioeconomic data showed a male majority (56%), with most respondents being young (57.6% aged 18–25), single (67.6%), and students or traders. The study concludes that affordability, accessibility, and taste are critical drivers of dairy consumption in Wukari.