Abstract:

The aim of the study is to identify the factors that influence consumers’ drinking milk consumption decision and to transfer information to supply units, depending on the main factors that influence the amount of milk consumption on the basis of the homogeneous target consumer masses, which will enable strategic marketing decisions to be made. Therefore, the primary data obtained from the face-to-face surveys of 250 households residing in Erzurum formed the main material of the research. Given these data, the Principal Componet Analysis (PCA) for consumers’ drinking milk consumption preference factors, the K-Means Cluster for consumers’ high, medium and low-income professional segments, and the Multi-Real Regression Analysis (MRC) for determining the effectiveness of factors affecting the amount of milk consumption. The results of the research show that high-income consumers have made a decision to purchase differentiated real-life products with processed milk, which enables consumers to differentiate prices with processed integrated product image, and low-income consumers have made a decision to purchase generic raw milk that is leading to the unprocessed basic benefit. According to the results obtained; for these homogeneous target consumer segments, global/national brands under the high-imaginal organic milk karma, retail/individual brands under the real product karma, and regional-based generic brands under the basic benefit should be implemented.

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