Price and promotion, as elements of marketing, are very important tools for product positioning and differentiating it from the competition. In order for them to be effective, producers should know the purchasing and eating habits of both their consumers and potential buyers. In order to determine consumer attitudes on the importance of price and promotional elements of milk and dairy products, and to identify possible differences in their attitudes with regard to different demographic variables, a survey of 1,157 respondents was conducted. The results showed that prices (M = 3.36) and promotion of milk and dairy products (M = 3.34) are equally important to the consumers. The price of milk is more important to the consumers of UHT milk (p<0.05) and the consumers with lower monthly household income (p<0.000) than it is to the consumers of fresh milk. Both consumers of fresh milk (p<0.01) and those who solely work in the agricultural domain (p = 0.012) agree more with the claim of loyalty to just one particular product brand. Respondents from rural areas agree more with the claim that the prices of milk by domestic producers are significantly lower than those by the foreign ones (p = 0.011)