مرکز منطقه ای اطلاع رساني علوم و فناوري - Analysis of Factors Affecting Consumers in Raw Milk Consumption: The Case Study of Erzurum

Abstract :

The aim of this study determine factors affecting consumer preferences in raw milk consumption in households of Erzurum province. Primary data that used in this re-search was derived from Palandoken, Yakutiye and Aziziye districts of Erzurum province in 2010. On the other hand also Secondary data obtained from local and foreign public institutions and organizations. The factor analysis was used to find out the factors affecting consumer preferences on raw milk, and to reduce these factors. As for the segmentation of consumers and bringing out the profile of each segment, cluster analysis was used. Accord-ing to the results, 71.9% of households consumed raw milk. 15 factors that factors affecting consumption of raw milk were reduced to four main factors with factor analysis. The factor scores which determined with factor analysis were divided into five by cluster analysis. All of the first, the second and third cluster constitute 75.0% of households consumed raw milk. Raw milk is more suitable for making yogurt and desert to consumers in the first cluster, which is brought to the door and price advantage for consumers in the second clus-ter, which is the trust of the manufacturer and the taste of raw milk for consumers in the third and the fifth cluster and which is loyalty of raw milk for consumers in the fourth clus-ter are the biggest factors in buying raw milk.