Analysis of Factors Affecting Consumers’ Purchasing Decision of Raw Milk in Izmir

The main aim of this study is to determine factors affecting consumers’ purchasing decision of raw milk. the data of the study were obtained from the face to face surveys conducted with 166 raw milk consumers in the top 10 districts of the province with the highest population in izmir in 2018. the criteria for consumers’ purchasing decision of raw milk was analyzed through fuzzy pairwise comparison. according to the results of research, the most important purchasing criterion was taste. the other criteria, in order of priority were determined as confidence in producer, more suitable for yoghurt and dessert making, raw milk loyalty, and bring the order. in addition, it was determined women were more willing to purchase raw milk from markets, men care less about bad news about raw milk, and women care more about the smell and colour when buying raw milk. these obtined results are supportive of policymakers' policy development regarding raw milk and marketing decisions of milk producing companies.