CONSUMER PREFERENCES AS DETERMINANT OF THE SUCCESSFUL QUALITY MANAGEMENT OF DAIRY PRODUCTS
The strategic goal of managing the quality of milk is a premium product with a high level of internal and external quality characteristics. In order to succeed, the most of the activities in the management process should focus on those quality features that are recognizable for the average consumer of milk. For this purpose, was conducted an indicative survey of a sample of 1130 respondents from the young population. The results show that young consumers from the internal quality characteristics mostly value the taste and quantity of milk fats in the category 2.8% -3.2%, while from the external quality characteristics they value the price and origin of the product or the origin of the milk. The origin of the milk is not fully utilized in the promotional efforts of the producers in its promotion, especially in the sub-segment of urban young consumers, which would clearly differentiate the producers, but they would also have a competitive advantage on the domestic and international market.