Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 21 ISSUE 1
Written by Andreea Daniela GIUCĂ

The main purpose of the paper is to analyze the preferences of Romanian consumers towards cow's milk, following the frequency of milk consumption, quantities consumed, brands and type of packaging preferred, the price they are willing to allocate per liter of milk, depending on: of residence, age and income. In this sense, a questionnaire was made on the Google Forms platform on a sample of 84 people, female and male, which was processed through the SPSS program, the results being interpreted analytically and presented in the form of graphs. Following the study, there was a declining trend in milk consumption among the population, fueled by new food styles, especially among young people and females, two categories influenced by new consumption trends. Among the respondents, a significant number of people consuming milk was noticed, in proportion of 90.5%, and 9.5% stating that they do not consume this product. The most important criterion underlying the decision to buy milk among respondents is the taste, followed by packaging and shelf life, thus finding a consumer behavior inclined to quality, to the detriment of the quantity of products purchased.

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