Milk and Dairies Safety Management. Better understand Consumer Behavior

Jeločnik, Marko and Dragne, Florentina and Radulescu, Iuliana Denisa (2019) Milk and Dairies Safety Management. Better understand Consumer Behavior. Review of International Comparative Management, 20 (2). pp. 144-154. ISSN 1582-3458

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Abstract

Milk is important in human diet because it contains micronutrients good for health. Milk is one of the basic agricultural products and many researchers have been studied its benefits. This segment of research focuses on milk consumption, as one of the essential food products used in human nutrition. The objective of this paper is to identify the consumers’ perceptions about milk quality and safety. Pursuing this, a survey was carried out towards the collection of data about consumer’s buying behaviors, their preferences related to milk and dairies, buying frequency and monthly budgets spent in average for these products. Research findings show that consumers find quality and safety as the most important criteria in choosing milk and dairies, since they have been marked with the highest score among the other criteria, such as price, promotions, or packaging. Gained results are useful for better understanding of consumer’s behavior during the purchase of milk and dairy products, as for proper decisions related to further directions within the implementation of food safety management systems in food processing facilities.

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