Consumer decision making is one of the most relevant topics in marketing. Therefore, organizations endeavour to create products in a way that correspond to their customers’ needs and preferences. The emerging worldwide interest in healthy lifestyle and organic products could become the key success factor for food producing organizations. The article aims to determine the product attributes affecting consumer’s choice of a milk product in Lithuania. The method of Conjoint analysis was chosen for the research. The research was provided as a repetition of the same research, done in 2009. According to the principles of the Conjoint analysis, six attributes of milk were named: ‘Country of origin’, ‘Naturalness’, ‘Package size’, ‘Package type’, ‘Richness’, and ‘Price’. Each of the attributes was divided into several levels. While analyzing the structure of milk market in 2014, four market segments were distinguished: ‘Irrationally price concerned’, ‘Rationally price concerned’, ‘Ethnocentric ecologists’, and ‘Richness concerned’. Such segments like ‘Ethnocentric’, ‘Price-and-Richness concerned’ or ‘Ethnocentric price-concerned’ have disappeared from the market during the five-year period. According to research results, following suggestions were made for the companies dealing with the milk market in Lithuania: first of all, a company has to make a decision about the segment to work with; afterwards, based on the results of conjoint analysis (conditional utilities of attributes levels), optimal propositions for every particular segment have to be composed.

The aim of the research is to determine the influence of brand associations on purchase intentions in the framework of organic products. In order to determine the influence of brand associations on purchase intentions in the organic product category, the organic yogurt was chosen as a product. The brands’ criteria grid was elaborated for the selection of the specific yogurt brands and three different yogurt brands were chosen for the research. Nine associations directly or indirectly associated with ecology were generated and approved by experts of marketing and advertising; namely: ‘organic’, ‘natural’, ‘ecological’, ‘healthy’, ‘nutritious’, ‘Lithuanian’, ‘tasty’, ‘regular’, and ‘expensive’. The empirical research with the selected brands and generated associations was composed of two parts: experiment and questionnaire survey. The research results revealed that brand associations have a huge impact on consumer purchase intentions in a framework of organic products. Proper and positive association development positively and directly influences consumer purchase intentions. Positioning of the brand as providing organic products is extremely important when seeking to develop brand associations with organic products; the naturalness, ecology of the product should be emphasised in marketing communication; a brand name should be meaningful and visual marketing communication should expose the ecology. For the future research, the analysis of the influence of brand associations on the conative consumer response in the frameworks of the remaining products categories is necessary.

In Latvia have not been carried out comparable studies regarding chemical pollution in organic and conventional milk, therefore the aim of the present study was to investigate the level of contamination in organic and conventional milk samples by heavy metals and aflatoxin M1. A total of 9 organic bulk milk and 9 conventional bulk milk samples were collected from different regions of Latvia. The content of lead, cadmium, copper, iron, and zinc were detected by flame technique, using atomic absorption spectrophotometer (AAS). The level of aflatoxin M, in organic and conventional milk samples was determined by high-performance liquid chromatography. The means of lead concentration in organic and conventional samples were 0.024 and 0.31 mg kgE-1 wet weight that exceed the permissible level for such a product. The cadmium content in organic and conventional milk samples is very low and fairly constant in all types of milk. The legally accepted upper limits of iron, copper and zinc are not exceeded by any analyzed milk sample, not even from conventional bulk milk. The study including heavy metals and aflatoxin M1 in a range of organic and conventional milk samples found no significant differences between organic and conventional milk (p=0.05) in the level of aflatoxin M1 and the heavy metals.

The aim of this study was to investigate amino acid content, biological value and dietary fibre content of conventional and organic pea (Pisum sativum L.) and buckwheat (Fagopyrum esculentum M.) flours. Results showed that pea flours contained high amounts of aspartic acid, threonine, serine, glycine, alanine, valine, isoleucine, leucine, tyrosine, phenylalanine, histidine, lysine and arginine while glutamic acid, proline, methionine and tryptophan were found in similar or smaller amounts comparing with wheat flour. The differences of various amino acids between conventional and organic pea flours were insignificant. The content of aspartic acid, threonine, serine, glycine, alanine, valine, histidine, lysine and arginine was high in buckwheat flours in comparison with wheat flour. There were significant (p is less than 0.05) differences in the individual amino acid contents across buckwheat flours. Significant (p is less than 0.05) variation existed in the content of essential amino acids among samples, whereas the results concerning the proportion of essential amino acids in total amino acids showed insignificant (p is greater than 0.05) differences between pea flours and buckwheat flours (34.80 – 35.77% and 29.96 – 33.90% respectively). The highest content of lysine was found in pea flours, and it formed about 23% of essential amino acids content. For pea flours the total dietary fibre amount varied between 15.28 g 100 gE-1 for conventional and 27.24 g 100 gE-1 for organic pea flour. Pea and buckwheat flours could be characterised as a good source of dietary fibre with significantly (p is less than 0.05) higher content of total dietary fibre comparing to wheat flour.