Abstract
During the past years we perceive major changes as regards the dairy sector, as well as the production also in the economy, encouraged by the integration processed and globalization to global proportions and the increasingly large customer, for due to changing lifestyles, which puts major producers in the major trials, requiring changes in the production, marketing of the product to marketing milk. Also it should be noted and the presence of high agro-food products imported into the domestic market, often with high prices and a quality not verified gives rise to several questions: Why the market of Albania reacts in such a way, though imported products, are often preferred by consumers Albanians and trade in general. This study explores consumer preferences for dairy product and has defined the types of customers based on preferences and socio-demographic factors. Based on the interview that we have done, we managed to point out the consumer approaches for milk product, and the values that wil convey at this product to the Albanian consumers.
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