Creative Commons License

Sarı M. M. , Topcu Y.

IKSAD 4. INTERNATIONAL CONGRESS OF SOCIAL SCIENCES, Erzurum, Türkiye, 5 - 08 Eylül 2019, ss.442-453

  • Basıldığı Şehir: Erzurum
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: 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.