Chain and market-oriented dairy sustainability, nutritional and social objectives related to the promotion of behaviours aimed at the development are essential. At the same time, the signifi cance of the various forms of sales promotion, as a factor of consumer buying behaviour infl uence, increases. The study includes the use of the sales promotion instruments in commercial space, perceived by consumers and assessment of their impact on purchasing decisions. The study was carried out on the basis of a standardized authoring individual interview questionnaire on nationwide random-quota, registered trials, in 2007–2012, as a part of the study of consumer behaviour performed in the dairy market for KZSM (National Association of Dairy Cooperatives). The results confi rm that the effect of promotion activities is a high visibility by consumers and change of their purchasing decisions. The most important determinant of consumer purchasing behaviour are the price promotions. Most often supported by a complete set of sales promotion instruments have been modern dairy products – yoghurt, grainy and ripening cheese. Sales promotion is an important instrument of balancing the dairy market and shaping the desired behaviour of consumers.