Proceedings: 3rd International Conference on Food and Agricultural Economics: CONSUMER BEHAVIOUR AND PROMOTIONAL STRATEGIES DIFFERENCES ON THE MARKET OF MILK IN TURKEY AND SLOVAKIA

The paper deals with the consumer behaviour of young Slovak and Turkish consumerson the market of cow’s milk.Opinions of nutrition specialists differ on whether it is beneficial or notfor humans to consume the cow’s milk.However, in general, milk is considered to be a very important component of the diet not only for children but also for adults. Both countries, Turkey and Slovakia rank among important producers of milk and milk products. This study explores and compares consumers’ preferences for milk in chosen areas of Turkey and Slovakia and also tries to determine the profiles of young adult consumers based on their preferences, selected psychological dispositions and socio-demographic factors. To reach these objectives, the simple questionnaire was designed, and data were collected among young adults in Turkey and Slovakia. In our study we work with two independent samples. The first sample consists of 270 young adults (aged 25 – 42) from Nitra, Slovakia and the second sample consists of 585 young adults from Istanbul, Turkey.The paper provides useful information about the consumer behaviour of young adults (Millennials) in both countries and analysespromotional strategies of milk on Turkish and Slovak market for this target group. Associations that consumers have with milk can influence their buying behaviour on the market of milk and milk products. The way consumers perceive milk can also influence the way they perceive milk packaging. Milk packaging that consumers have already known can influence their associations with milk and also with other milk packaging that they expect. Product packaging is essential for consumer perception and resulting buying behaviour.