Tüketicilerin Süt Tüketim Tercih Modellerini Temel Alan Pazarlama Taktik ve Stratejilerinin Belirlenmesi

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.