Akademik Veri Yönetim Sistemi
II. International Iğdir Symposium, Iğdır, Türkiye, 9 - 11 Ekim 2017
The aim of the study was to determine
the factors effecting on the consumers’ drinking milk consumption preferences,
and to reveal marketing tactic and strategies with regard to their consumption
attitudes. Data collected from the study were obtained from household surveys
with 160 Turkish consumers consuming drinking milk in Igdir province. The data
were used for Principal Component
Analysis to determine the main factors related to drinking milk consumption
preferences, and for K-means Cluster
Analysis to establish homogeneous consumer segments according to their
consumption frequencies. The result of the study showed that while the
consumers consuming heavy drinking milk
appreciated their preference factors focused on core benefit for organic drinking milk and sustainable rural
development, those consuming medium
drinking milk gave a greater importance to sustainable rural development and reach to the retailers under food
supply chain confidence by means of
the hedonic and sensory quality attributes with augmented product image. On
the other hand, light users focused
on core benefit of drinking milk
impacting on child development under food supply guarantee with actual product mix. Consequently, not
only the consumers but also the suppliers could provide much more benefit from
these marketing strategies designed.