Akademik Veri Yönetim Sistemi
ICAFOP 2019, Trabzon, Türkiye, 16 - 18 Nisan 2019, ss.1297
Position approaches implying for raw drinking
milk at retail level have caused significant changes on consumers’ purchase
patterns in recent years. In particular, sensory quality attributes have begun
to become one of the determinant factors on their buying model. This study was
planned to determine, therefore, how sensory quality attributes of drinking
milk affected their purchase patterns. Data
collected from the study were obtained from 765 households consuming drinking
milk in TRA1 Region. 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 indicated that drinking
milk users at heavy, medium and light levels focused on the structural and
visual properties and the freshness of drinking milk related to raw drinking
milk sources, and the sensory quality such as the taste, odor, and consistency of
organic processed drinking milk, respectively. Differentiation according to the
supply source of untreated fresh raw drinking milk for the heavy and medium
users, therefore, but positioning of processed pasteurized and UHT drinking
milk with higher sensory quality attributes under organic production technics
at retail levels for the light users could significantly increase their
consumption satisfaction.