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Abstract
School milk consumption has declined steadily in Germany. A research project was set up to retrieve quantifiable
information on the different factors of influence and to develop solutions to improve the school milk consumption.. The main
goal is to evaluate the impact of price, product range, distribution form, information campaigns, regional situation, county based
social index, socially-funded school milk distribution, and gender shares, as well as the immigration background share
within a class. A total of 400 primary schools were selected by stratified random sampling. Surveys for principals and school
milk managers were used to gain information on distribution problems throughout the milk chain, on the handling, and their
attitudes towards school milk and milk in general. The price of school milk is being reduced stepwise in the 2008/09 school
year. The quantity of consumption is reported per class. A multilevel analysis is applied to determine the factors driving
consumption at the class level. First results will be validated. The paper comprises an extended introduction, followed by the
research approach. A descriptive analysis is given following a detailed description of the experiment.. The estimation
procedure is discussed before the results are presented. Finally, a qualification of outcomes and conclusions concerning
further research are found.