The drinking-milk consumption habits in Gaziantep

The use of various nutrients in the survival of human beings is important. Milk and milk products contain essential protein and fat for a balanced diet rich in lactose, vitamins and minerals. Aim of the study was to analyze consumer expectations and which factors affecting their milk and milk products consumption trends. After evaluation of milk consumption and the effective factors, it would be possible to adjust the production of drinking-milk with caring consumer needs, and develop some marketing plans encouraging the people. The factors examined were organized to evaluate effect of different processes applied on drinking milk, which factors might affect purchasing decision. The results were assessed using reliability analysis, frequency analysis and chi-square test. A survey was performed with 383 participants living in Gaziantep. The obtained data was evaluated using IBM SPSS Statistics 25 software. It was concluded that 88.7% of the participants consumed the drinking-milk and 42.3% of the participants drank one cup a day. 37.5% of the consumers preferred pasteurized milk, 35.4% UHT milk, and 27.1% open milk. The analysis results showed that 69.1% of the consumers give an importance to the brand when making the purchase decision, at the same time, 89.4% read the expired date. Further, for 71% of the participants the fat quantity referred to the quality of milk.