Consumers’ drinking milk purchase decisions: A case of Iğdir Province

The aim of the study was to determine

the factors effecting on the consumers’ drinking milk consumption preferences,

and to reveal marketing tactic and strategies with regard to their consumption

attitudes. Data collected from the study were obtained from household surveys

with 160 Turkish consumers consuming drinking milk in Igdir province. The data

were used for Principal Component

Analysis to determine the main factors related to drinking milk consumption

preferences, and for K-means Cluster

Analysis to establish homogeneous consumer segments according to their

consumption frequencies. The result of the study showed that while the

consumers consuming heavy drinking milk

appreciated their preference factors focused on core benefit for organic drinking milk and sustainable rural

development, those consuming medium

drinking milk gave a greater importance to sustainable rural development and reach to the retailers under food

supply chain confidence by means of

the hedonic and sensory quality attributes with augmented product image. On

the other hand, light users focused

on core benefit of drinking milk

impacting on child development under food supply guarantee with actual product mix. Consequently, not

only the consumers but also the suppliers could provide much more benefit from

these marketing strategies designed. <o:p></o:p>