Tüketicilerin Süt Tüketim Tercih Modellerini Temel Alan Pazarlama Taktik ve Stratejilerinin Belirlenmesi: Erzurum İli Örneği

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 low-income professionals 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.