Akademik Veri Yönetim Sistemi
IKSAD 4. INTERNATIONAL CONGRESS OF SOCIAL SCIENCES, Erzurum, Türkiye, 5 - 08 Eylül 2019, ss.442-453
This study was planned to determine the extrinsic
and intrinsic product attributes impacting on consumers’ drinking milk purchase
patterns in Agri Province. Data collected from the study were obtained from 200
households consuming drinking milk in Agri Province. Principal Component Analysis to determine the main factors
effecting on drinking milk consumption patterns, and Cluster Analysis to establish homogeneous consumer segments
according to their consumption frequencies were used. The result of the study
indicated that heavy users focused on sensory quality and nutritional value
under food hygiene and safety of raw milk with local brand at supply chain. On
the other hand, medium users adopted the feeding qualities of organic drinking
milk based on milk animal sources on their purchase patterns. Light users also
attributed a greater importance to hedonic quality of heat treated
fruit-flavored milk minimizing disease anxiety and contributing to biological
improvement. Therefore, the differentiation of the local-branded conventional
and organic raw milk according to the animal supply sources providing core
benefit for heavy and medium users could increase their consumption
satisfaction, respectively. Similarly, the differentiation according to actual
product image of heat treated pasteurized and UHT milk for light users could
maximize their total utilities.