TÜKETİCİLERİN İÇME SÜTÜ SATIN ALMA MODELLERİNİ ETKİLEYEN FAKTÖRLER: AĞRI İLİ ÖRNEĞİ

This study was planned to determine the extrinsic

and intrinsic product attributes impacting on consumers’ drinking milk purchase

patterns in Agri Province. Data collected from the study were obtained from 200

households consuming drinking milk in Agri Province. Principal Component Analysis to determine the main factors

effecting on drinking milk consumption patterns, and Cluster Analysis to establish homogeneous consumer segments

according to their consumption frequencies were used. The result of the study

indicated that heavy users focused on sensory quality and nutritional value

under food hygiene and safety of raw milk with local brand at supply chain. On

the other hand, medium users adopted the feeding qualities of organic drinking

milk based on milk animal sources on their purchase patterns. Light users also

attributed a greater importance to hedonic quality of heat treated

fruit-flavored milk minimizing disease anxiety and contributing to biological

improvement. Therefore, the differentiation of the local-branded conventional

and organic raw milk according to the animal supply sources providing core

benefit for heavy and medium users could increase their consumption

satisfaction, respectively. Similarly, the differentiation according to actual

product image of heat treated pasteurized and UHT milk for light users could

maximize their total utilities.