Since food choice is always a unique and personal experience, consumer behaviour is important for food manufacturers and marketers in term of product success. Due to the beneficial healthprotective effects of dairy beverages, this market segment is very innovative and fast-growing. The aim of this pilot-study was to examine the consumption patterns, purchasing behaviour and motives
for selection of dairy beverages. The sample of this study included 114 participants (44 males and 70 females) which were interviewed face-to-face at the entrance of 5 shopping centres. The survey
instrument consisted of closed questions regarding habits of consumption, purchasing habits and motives for selection of dairy beverages. Gender specific differences were tested. The results obtained have shown that females consumed more milk and milk drinks (p<0.001) and fermented milk drinks (p=0.002) than males. The consumption of whey-based beverages was sporadical in both genders. Females in higher percentage purchase low-fat dairy beverages (p=0.043), while males exhibited a higher level of loyalty to a certain product (p=0.034). Sensory appeals were the most important motivational factor for both genders. Brand was ranked second for males (p<0.001) and health aspect for females. The products’ origin was ranked third, while price was ranked fifth for both genders. The results obtained could be useful to researchers and dairy market sector in developing and promoting
a group of dairy beverage products based on innovations and health.S obzirom da je odabir hrane individualna značajka pojedinca, za uspjeh proizvoda na tržištu nužno je da i proizvođači i prodavači poznaju ponašanja potrošača. Zahvaljujući pozitivnim učincima na
zdravlje, mliječni napici predstavljaju inovativni i brzorastući tržišni segment. Cilj ove pilot-studije bio je ispitati navike konzumacije, ponašanje pri kupovini i motive odabira među potrošačima mliječnih
napitaka. Promatrana skupina uključivala je 114 ispitanika (44 muškarca i 70 žena) koji su usmeno intervjuirani na ulazu pet trgovačkih centara. Korišteni upitnik sastojao se od zatvorenih pitanja koja su uključivala navike konzumacije, ponašanje pri kupovini i motive odabira mliječnih napitaka. Ispitivane su također razlike obzorom na spol. Dobiveni rezultati pokazali su da žene više konzumiraju mlijeko i mliječne napitke (p<0,001) te fermentirane mliječne napitke (p=0,002). Konzumacija napitaka na bazi sirutke bila je sporadična kod oba spola. Žene u većem broju konzumiraju mliječne napitke sa smanjenim sadržajem masti (p=0,043), dok muškarci pokazuju veću lojalnost pojedinom tipu proizvoda (p=0,034). Organoleptičke značajke predstavljaju za oba spola najvažniji motiv odabira. Na drugom mjestu je za muškarce brend (p<0,001) a za žene učinci na zdravlje. Podrijetlo proizvoda je na trećem mjestu, dok je cijena na petom mjestu. Dobiveni rezultati mogu biti korisni za istraživače, ali i za sektor mliječne industrije kako u promociji postojećih tako i u razvoju novih mliječnih napitaka baziranih na inovativnosti i učincima na zdravlje
