The paper centers around an applied marketing research regarding the buying behavior of customers in Transylvania towards dairy products. The method used was the survey and the instrument used was the questionnaire. The research was done on a swatch of 300 subjects, all target customers from Transylvania, selected by a nonrandom method - accessibility. The objective of the survey is to identify the customers knowledge and attitudes towards dairy products, establish the power of the brands and the impact of marketing. Furthermore, the study conducted reveals that in the near future there is a tendency for growth in the bio segment of dairy products. This is due to a change in mentality, while in the past customers were favoring low price over product quality; nowadays more customers from Transylvania are willing and able to spend more in order to buy a better dairy product
