Consumers’ consumption patterns towards drinking milk with the region of origin: Case of Igdir province

The aim of the study was to determine the consumers’ consumption patterns towards drinking milk with the region of origin, and to reveal marketing strategies with regard to their consumption attitudes. Data collected from the study were obtained from household surveys with 160 Turkish consumers consuming drinking milk in Igdir province. Principal Component Analysis to determine the main factors impacting on drinking milk consumption patterns, and K-means Cluster Analysis to establish homogeneous consumer segments according to their consumption frequencies were used. The result of the study showed that while the consumers consuming heavy drinking milk appreciated their preference factors focused on core benefit for organic drinking milk and sustainable rural development, those consuming medium drinking milk gave a greater importance to sustainable rural development and reach to the retailers under food supply chain confidence by means of the hedonic and sensory quality attributes with augmented product image. On the other hand, light users focused on core benefit of drinking milk impacting on child development under food supply guarantee with actual product mix.