The Influence of Advertisement in Fresh Milk Consumers' Behavior

Since prehistoric times milk has always been a basic element of man’s nutrition. It is the simplest, most complete and natural food because it contains ingredients, like fat and lactose, which give energy, proteins and minerals to the human body and contribute to its construction. Consumers usually ignore the simple truths about the great value of milk as food. This lack of information must be covered by advertisement, due to what is called advertisement, of a product since it is a consumer‘s mass information for all the special features of a product, in order to convince them to buy it. From the results accrued, in the qualitative research in urban Thessaloniki, useful conclusions were drawn, which were used for the questionnaire’s compilation and the conduct of the quantity issue.