Cercetare de marketing privind preferințele consumatorilor față de lapte
Marketing Research on Consumer Preferences for Milk

Summary/Abstract: This paper analyzes consumer preferences regarding milk, as well as the main factors influencing purchasing decisions, starting from the evolution of the milk market in Romania and the results of a marketing research conducted for this purpose. The study combines the analysis of statistical data on milk expenditures and consumption over the period 2020-2024 with quantitative research carried out through a questionnaire applied to a sample of 100 respondents. The results obtained show that milk continues to be a frequently consumed product, with supermarkets representing the main purchasing channel. It was also found that natural ingredients, brand awareness, and product characteristics have a greater influence on purchasing decisions compared to price. The research also highlighted the diversification of consumer preferences, as well as the need to adapt marketing strategies to the current market requirements. Overall, the results of this study can represent a useful starting point for developing products and business strategies better adapted to the expectations of milk consumers.

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