The work contains a short characterisation of customers’ behaviour on the market of selected dairy products. An attempt was made at an identification of the factors shaping the conduct of purchasers. It has been shown that customer satisfaction should become one of the main objectives of the enterprise. Customer satisfaction, including its measurement, constitutes part of an overall evaluation of the firm’s effectiveness and productivity. The study of satisfaction shows whether the enterprise has planned and realised its calculably defined objectives pertaining to the customer. The correlation between the customer satisfaction and the volume of sales is an argument strongly supporting the policy of turning in the direction of using customer satisfaction, and to be more precise, the information obtained by analysing its measurement in planning, supervision and innovation of the firm’s systems. An adequate determination of the value expected by the customer will be decisive in achieving success by the firm. The value should be understood in terms of consequences (customer’s hierarchy of values) and not in terms of the product’s attributes. Getting to know the customer will allow the enterprise to influence their conduct via suitable strategies, in particular product strategies, prices, distribution and promotion.