ANALYSIS OF CONSUMERS ATTITUDES AND PREFERENCES TO WARDS MILK AND MILK PRODUCTS IN THE OSIJEK-BARANJA COUNTY

Diplomski rad govori nam o stanju mliječnog sektora, kako u Hrvatskoj tako i u svijetu. U radu su prikazani podatci o proizvodnji, potrošnji te cijeni mlijeka i mliječnih proizvoda u proteklim godinama. Materijal koji je korišten u izradi diplomskog rada je literatura koja se koristi na diplomskom studiju Poljoprivrednog fakulteta u Osijeku, te dodatna literatura koja je bila potrebna kako bi se što detaljnije proučila promatrana tema rada. Tijekom pisanja diplomskog rada korištene su različite znanstvene metode kao što je induktivna, deduktivna metoda, metoda anketiranja, deskriptivna metoda, metoda kompilacije. Mljekarski sektor u čitavoj Europi, pa i globalno, suočava se s brojnim izazovima. S ulaskom Hrvatske u EU došlo je do promjena u funkcioniranju mljekarskog sektora. EU je glavni igrač na svjetskom tržištu mliječnih proizvoda, pogotovo kao vodeći izvoznik mnogih mliječnih proizvoda, posebice sira. Glavni fokus stavljen je kravlje mlijeko. U svrhu prikupljanja podataka o stavovima i preferencijama potrošača prema mlijeku i mliječnim proizvodima provedena je online anketa na području Osječko – baranjske županije. Prilikom istraživanja najčešći ispitanik je bio mlađi muškarac visoko obrazovan s mjestom prebivanja u urbanoj sredini. Što se tiče mliječnih proizvoda, visoko su zastupljeni u prehrani ispitanika, osim maslaca za koji se izjasnilo manje od polovice ispitanika. Rezultati ankete ukazuju kako ispitanici najčešće konzumiraju između 0-1 litre mlijeka koje ima mali udio mliječne masti, te to isto mlijeko najčešće kozumira uz kavu kao napitakGraduate work tells us about the state of the milk sector, both in Croatia and in the world. The paper presents data on production, consumption and prices of milk and dairy products in recent years. The material used in making the thesis of the literature used in that study Faculty of Agriculture, as well as additional literature that was required to be examined in depth observed theme work. When writing a thesis used various scientific methods such as inductive, deductive method, interview, descriptive method, compilations. Dairy sector across Europe, as well as globally, is faced with many challenges. With Croatian EU entry has resulted in changes in the functioning of the dairy sector. The EU is a major player in the global dairy market, especially as many of the leading exporter of dairy products, especially cheese. The main focus was on cow's milk. In order to collect data on the attitudes and preferences towards milk and milk products was conducted online surveys in the Osijek - Baranja County. During the research the most common subject was highly educated young man with a place of residence in an urban environment. Dairy products are highly represented in the diet of the respondents, except for the butter to be declared less than half of respondents. The survey results indicate that respondents most often consume between 0-1 liters of milk with low fat, and it also usually consuming milk with coffee as a beverage