This study analysed consumer perceptions of fluid milk advertising in Taiwan. Results indicated that female shoppers between the ages of 26 and 35, people with higher household income, and people living in smaller households were more responsive to fluid milk advertising. Males, older people, people with lower household income, and people living in larger households were less sensitive to fluid milk advertising. Consumers with higher perceptions of fluid milk advertising tended to increase fluid milk consumption in the summer and preferred well-known brands.

This study utilized the LA/AIDS model to estimate the effects of branded fluid milk advertising that appeared on different media in Taiwan. Television advertising of branded milk products significantly increased consumption of each type of the milk products. Branded milk advertisements appearing in newspapers/magazines were not found to be effective. Compared to price and expenditure elasticities, the advertising elasticities were relatively small. Therefore, pricing strategies may be more effective than advertising in increasing sale volumes of fluid milk products.