TÜKETİCİLERİN İÇME SÜTÜ SATIN ALMA MODELLERİ ETKİLEYEN HEDONİK KALİTE NİTELİKLERİ: TRA1 BÖLGESİ ÖRNEĞİ

New

regulations applied for drinking milk at retail level have caused significant

changes on consumers’ purchase patterns in recent years. In particular, hedonic

quality attributes based on the relationships among consumers’ socioeconomic

characteristics and marketing mix components as well as the sensory quality

attributes providing core benefits are of great importance. This study was

planned to determine, therefore, how the hedonic quality attributes of drinking

milk affected their purchase patterns.

Data collected from the study were obtained from 765 households

consuming drinking milk in TRA1 Region. Principal

Component Analysis to determine the main factors impacting on drinking milk

consumption patterns, and K-means Cluster

Analysis to establish homogeneous consumer segments according to their

consumption frequencies were used. The result of the study indicated that

drinking milk users at heavy, medium and light levels focused on feeding of raw

drinking milk associated with drinking milk sources, contribution to rural

development by providing market penetration via the communication mixes of the

product differentiation under nutritional motivation based on hygiene and food

safety of drinking milk, and ensuring brand images with health motivation incentivize

related to confidence, food safety, hygiene at supply chain, respectively.

Presentation to provide core benefit of unprocessed fresh raw drinking milk for

the heavy users, but positioning of drinking milk with actual product image

under healthy motivation satisfaction provided by heat-treated brand images at

retail level for the medium and light users could significantly increase their

consumption satisfaction. <o:p></o:p>