Abstract
The dairy industry has been undergoing changes for years, introducing innovations and pushing the boundaries of the category and consumer experience. Numerous factors, such as economic, psychological, cultural, socio-demographic, personal and many others, influence the decision to buy and consume a certain dairy product. It is important to qualitatively research and identify factors that significantly influence consumer behavior. Consumers also set certain criteria when it comes to brand, taste, nutritional value, marketing, product origin, on the basis of which we conclude that knowing consumer preferences also means success in the market. Due to the previously stated reasons, the main goal of this paper is to determine consumer purchasing behavior towards dairy products and their preferences.The survey method was used in the research to collect primary data, and a survey questionnaire was used as a research instrument. A total of 250 respondents participated in this research, which is conducted in Bosnia and Herzegovina.