Study of consumer behaviour belongs to a group of very wide and strong
subjects of marketing attention and its examination requires ongoing approach. Milk, as one category
of dairy products, belongs to the group of basic daily-consumed products characterized by relatively
high purchase frequency. On the other hand, its production and consumption is experiencing certain
negative trend in Slovakia what inevitably calls for a scientific attention and examination in order to
reverse this unfavourable development having a negative impact on the milk companies in Slovakia.
Therefore, we focus our attention on studying various factors influencing consumers when purchasing
this specific product. Our research in this stage resulted in the compilation of literature review on
factors influencing consumers when purchasing milk and determination of boundaries and guidelines
for our future research activity.