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% sampling 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 production. 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 consumers towards UHT and PFM is the distrust of the technology in use.