The aim of this research is to determine the consumption of goat milk and products and factors affected preferences according to demographic characteristics and different income groups of households living in urban areas in Turkey. The material of this research is survey data from 780 households living in Istanbul, Ankara and Canakkale urban areas selected by basic randomly sampling method based on average proportion. According to research results, of the total households, 5% was the consumer of goat milk, 27% was the consumer of goat cheese. Goat milk consumption per capita was 350 ml/year, goat cheese consumption is 6 kg/year among the goat milk and cheese consumers. The Logistic Regression Analysis was used to analyze the data. According to analysis results, milk consumption, sheep milk and cheese consumption, age, education, income and provinces of the consumers and the importance to the mark were the factors had an effect on goat and cheese consumption. Those variables have an effect to increase goat and goat products. The advertisement and promotion activities mainly on the target group which have those characteristics would be increase consumption of goat milk and its products.