Objective: To investigate preferences, attitudes, and behaviors of consumers in health care services. Methods: The study was conducted in the Turkish health care context. A total of 810 people who reside in the urban and rural residential areas of Ankara were surveyed. Results: The study results suggest that consumer attitudes toward health care services differ by the demographic and socio-cultural characteristics of consumers. Conclusions: Several managerial recommendations pertinent to the analysis of consumer behavior and the development of long-term relationships with consumers were made. Also, future research suggestions were provided.