Analysis of Consumers’ Attitudes and Preferences Toward Fermented Dairy Products

Global trends in food fortification, particularly in milk, and the increasing availability of fermented milk products have raised awareness of the link between nutrition and health, leading to higher consumption of these products. Consumers’ decisions to purchase fermented milk products are influenced by economic, psychological, cultural, and socio-demographic factors, along with preferences related to brand, price, taste, and nutritional value. This study aims to examine the impact of socio-demographic characteristics on production and marketing factors when purchasing fermented milk products, as well as on the choice of specific brands. The research was conducted using a survey method, with a questionnaire as the primary data collection tool. A total of 326 consumers participated in the survey. Data were analyzed using descriptive statistics, frequency distribution, analysis of variance, and the chi-square test. The results indicate that socio-demographic characteristics significantly influence production and marketing considerations, as well as brand choice when it comes to fermented milk products. However, the chi-square test showed no statistically significant relationship between sociodemographic characteristics and consumer attitudes toward fermented milk products. These findings can help producers and marketers better understand consumer behavior and tailor their strategies accordingly.