In today’s highly informed and competitive market, a key to success of any business depends on knowing the consumer, the consumption patterns and understanding factors influencing the decision-making. This is needed to develop an attractive offer of products, supporting services, communication means and other marketing tools to meet customer’s needs. Milk, as one category of dairy products, belongs to the group of basic daily-consumed products characterized by relatively high purchase frequency. The aim of this study is to identify the satisfaction of fresh milk among Omani consumers in Nizwa and to understand the factors influencing the purchase. There are three fresh milk brands in the market: Almarai, A’Safwah and Al Rawabi. The study area is in Nizwa and a sample of 368 Omani households are selected for the study. It is found that 64% of Omanis use Almarai fresh milk. Al Rawabi is the most favourite brand for 11% of the consumers and A’Safwah is the favourite for 24% the consumers. The average satisfaction of users of Almarai is 9.16, which is the highest. The average satisfaction for Al Rawabi is 8.78 and comparatively satisfaction is the least for A’Safwah (8.52). The major factor that influence the purchase of fresh milk is ‘quality’ followed by ‘date of packaging’ and ‘availability of the product’. The average amount of consumption of milk by Omanis per week is 0.85 litres.

In today’s highly informed and competitive market, a key to success of any business depends on knowing the consumer, the consumption patterns and understanding factors influencing the decision-making. This is needed to develop an attractive offer of products, supporting services, communication means...