Do socio-demographics and retail accessibility significantly enhance yogurt consumption among young population in semi-urban Indonesia? A case study in Kediri City, East Java

Consumer socio-demographics, product attributes, and retail accessibility influence yogurt consumption in semi-urban contexts. This exploratory case study examines whether socio-demographics and retail accessibility increase yogurt consumption among young residents in semi-urban Indonesia. A cross-sectional survey of 100 participants in Kediri City, East Java, measured purchase frequency and potential determinants. Multiple linear regression was used to assess how age, gender, education, occupation, income, product quality, price, promotions, and place influence purchasing behavior. Findings indicate that income, education, and promotions were positively associated with purchase frequency, while limited physical access significantly reduced regular buying. Cost-sensitive consumers reported using discounts, indicating the value of targeted price promotions. However, promotional efforts alone appear insufficient when retail outlets are hard to reach, underscoring the role of distribution and store placement. The findings suggest coordinated action by local government and businesses to improve transport links and expand retail coverage, alongside consumer education to support healthier dairy choices. Conceptually, the results refine the Theory of Planned Behavior by showing how perceived retail accessibility constrains behavioral control in semi-urban settings. Future research should track changes longitudinally and integrate cultural and psychological factors.