This paper aims to investigate factors infl uencing the purchasing behavior of Palestinian customers
towards domestic and imported dairy products (Israeli and foreign). The secondary data were
obtained from the competent authorities. On the other hand, primary data were gathered by utilizing
personal interviews and questionnaires. 450 questionnaires were distributed to all governorates of
the West Bank.
It has been concluded from statistical results that middle-income households concern mainly about
quality, image and product validity period. In contrast, low-income households consider mainly
product price. The consumer was satisfi ed with Israeli products that meet his needs. On the other
hand, local consumer highly considered price and personal knowledge when purchasing local
dairy products. Advertising negatively aff ected the consumer purchasing behavior of Israeli and
foreign dairy products, in contrast it positively aff ected his behavior when purchasing local dairy
products. Period of validity was the most infl uential factor on the purchasing decision for domestic
and imported dairy products. It has been found that consumer expenditures on Israeli dairy
products were the highest followed by local and foreign products. Recommendations are as follows:
i) producers should develop products that could meet the needs and desires of consumers, ii) draw
eff ective marketing policies, depending on technologists specialized in dairy industry, iii) take into
account consumer awareness when developing advertising strategy, and iv) quality control should be
adjusted in accordance with product specifi cations and standards.