It was established that liquid milk was perceived as a neutral drink: not ordinary or luxury, as a
food not a drink for pleasure, and not as being refreshing. Liquid milk was perceived differently
at varying times of consumption during the day. The most important socioeconomic variables
explaining individual differences in consumer beliefs regarding milk are: age, level of education,
and residential area. The results suggest that empirical models of the EKB type can contribute to
the understanding of consumer behavior in respect of generic food products.