Consumers’ Perception and Attitudes toward Packaged Milk in Turkey—A Descriptive Study

Abstract

This study was conducted to analyze obtained data by consumer survey about packaged milk as long-life (UHT, ultra-high temperature) and pasteurized fluid milk (PFM). To achieve a 2.83% sam-pling tolerance, 1222 consumers were interviewed in person, and the data were collected. Although 76.4% of urban consumers (UCs) preferred UHT and PFM, the potential customer rate was 51.1% to 56.9%. In addition, the consumers who identify PFM with negative expression were identified as a high level of 68.4%. The definitions used for UHT can be considered as more neutral. 52.6% of consumers consider that there is a change in the composition of UHT and PFM during the produc-tion. The consumer groups (51.3%) thinking that this change is due to the addition of additives stand out. It is possible to assert that the main motivation factor for the negative attitudes of con-sumers towards UHT and PFM is the distrust of the technology in use.