Akademik Veri Yönetim Sistemi
XI. Tarım Ekonomisi Kongresi, Samsun, Türkiye, 5 - 07 Eylül 2014, ss.1440-1450
The aims of the study
were to determine the factors impacting on drinking milk consumption decisions
of the consumers in Erzurum, and to provide the information to suppliers on how
to implement the strategic marketing decisions by considering the main factors
effecting on the milk consumption amounts based on homogenous consumer
segments. The primary data obtained from a face-to-face questionnaire with 250
households residing in Erzurum, therefore, were the main material of the research.
Principal Component Analysis (PCA) for
the consumption preference factors of consumers’ drinking milk, K-means Cluster Analysis for homogenous
cluster segments related to high, middle, low-income professionals and Multiple Regression Analyses (MRC) to
determine the efficiencies of the factors affecting the milk consumption
amounts were used by taking into consideration these data. The results of the
study highlighted that the high, middle and low-income professionals gave
purchase decisions towards drinking milk with the augmented product image
processed as organic, with actual product image differentiated under the price
discriminations and the generic raw milk focused on the core benefits,
respectively. According to these results, the brand strategies related to the
global/national brands under organic milk mix with high image, the private
labels covering the actual product mix and the generic brands with region of
origin focused on the core benefit could be implemented for homogeneous
consumers segments, respectively.