Survey data of 2,538 dairy farmers located in 12 southern states were used to analyze the factors influencing farmers' choice of milk handlers. Results from a qualitative response model indicate that a combination of price and non-price factors contribute to dairy farmers' attitudes toward their milk handlers. Specifically, the decision to change milk handlers was significantly influenced by prices paid and deductions charged. However, non-price factors including field services, friendly personnel, and loyalty to a handler contributed to the longer term affiliation of dairy farmers with their milk handlers.