Akademik Veri Yönetim Sistemi
Alınteri Zirai Bilimler Dergisi, cilt.30, ss.18-32, 2016 (Hakemli Dergi)
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 lowincome consumers 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.