Akademik Veri Yönetim Sistemi
MAS 5. Uluslararası Matematik-Mühendislik-Fen ve Sağlık Bilimleri Kongresi, Erzurum, Türkiye, 2 - 05 Mayıs 2019, ss.836-849
New
regulations applied for drinking milk at retail level have caused significant
changes on consumers’ purchase patterns in recent years. In particular, hedonic
quality attributes based on the relationships among consumers’ socioeconomic
characteristics and marketing mix components as well as the sensory quality
attributes providing core benefits are of great importance. This study was
planned to determine, therefore, how the hedonic 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 feeding of raw
drinking milk associated with drinking milk sources, contribution to rural
development by providing market penetration via the communication mixes of the
product differentiation under nutritional motivation based on hygiene and food
safety of drinking milk, and ensuring brand images with health motivation incentivize
related to confidence, food safety, hygiene at supply chain, respectively.
Presentation to provide core benefit of unprocessed fresh raw drinking milk for
the heavy users, but positioning of drinking milk with actual product image
under healthy motivation satisfaction provided by heat-treated brand images at
retail level for the medium and light users could significantly increase their
consumption satisfaction.