In this paper, consumer behaviour in the Netherlands in respect of milk is investigated using a model based on the EKB model, a so-called integrated model of consumer behaviour. The objectives of the study are: to gain insight into the factors that influence buying and consumption behaviour with respect to milk and into the applicability of integrated models to consumer behaviour regarding generic products, such as liquid milk. It was established that liquid milk was perceived as a neutral drink: not ordinary or luxury, as a food not a drink for pleasure, and not as being refreshing. Liquid milk was perceived differently at varying times of consumption during the day. The most important socioeconomic variables explaining individual differences in consumer beliefs regarding milk are: age, level of education, and residential area. These and other conclusions from the analysis are useful for market segmentation. The results suggest that empirical models of the EKB type can contribute to the understanding of consumer behaviour in respect of generic food products. The specific extensions of the general EKB model made in this study may be relevant for the analysis of consumer behaviour in regard to other food products.