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

Year 2019, Volume: 7 Issue: 1, 195 - 205, 11.07.2019

Yavuz Topcu

https://doi.org/10.33202/comuagri.519628

Cited By: 7

Abstract

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.  

Keywords

Cluster analysis, Principal component analysis, Consumer attitudes

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