Sensory Quality Attributes Affecting Consumers’ Purchase Patterns toward Drinking Milk: Case of TRA1 Region


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Topcu Y. , Sarı M. M.

ICAFOP 2019, Trabzon, Türkiye, 16 - 18 April 2019, ss.1297

  • Basıldığı Şehir: Trabzon
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayısı: ss.1297

Özet

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.