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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.