摘要：The present study aimed to investigate women consumers’ preferences and factors affecting theirpurchasing behaviors of dairy product.In addition,the study sought to determine whether differences exist amongintergenerational factors. Data were obtained from 384 women consumers from the urban area of Adana Provinceand analyzed utilizing descriptive statistics and factor analysis. Analysis of intergenerational factors revealed threefactors; quality and facility, health and brand, and promotion and price. Comparative analyses among these factorsindicated no significant differences for the first and second intergeneration factors; however, some differenceswere determined in terms of the third intergeneration factor, which comes from the old generation. There is adearth in literature on milk consumption preferences and purchasing behaviors considering differences amonggenerations. Therefore, this study aims to contribute to the subject in terms of both consumer and dairy productsproducers/operations.
