Seval KURTOĞLU, Ahmet Semih UZUNDUMLU, Avni BİRİNCİ

Tüketicilerin UHT Süt Tüketimini Etkileyen Faktörlerin Analizi: Erzurum İli Örneği

Çalışmanın amacı Erzurum ilindeki hanelerin UHT sütü tercih etmesinde onları etkileyen faktörleri belirlemektir. Araştırmada kullanılan birincil veriler 2010 yılında Palandöken, Yakutiye ve Aziziye ilçelerinden sağlanmıştır. Tüketicilerin UHT süt tercih etmesinde etkili olan faktörlerin belirlenmesinde ve bu faktörlerin indirgenmesinde faktör analizi kullanılmıştır. Tüketicilerin segmentlere ayrılması ve her bir segment profilinin ortaya çıkarılmasında, kümeleme analizi kullanılmıştır. Araştırma sonuçlarına göre; hane halkının%95,00’ı UHT süt tüketimi yapmaktadır. UHT süt tüketimi üzerine etkili olan 18 faktör, faktör analizi ile 5 ana faktöre indirgenmiştir. Faktör analizi ile elde edilen faktör skorları kümeleme analizinde 3 kümeye ayrılmıştır. Birinci kümeye giren tüketiciler için UHT süt, homojen olması ve ambalajı gibi içsel ve dışsal özelliklerinin yanısıra reklam ve fiyat cazibesi nedeniyle tercih edilmektedir. İkinci kümeye giren tüketiciler için hazırlanma ve ulaşım kolaylığı ve UHT süte olan güven nedeniyle UHT süt tüketilirken, aksine üçüncü kümeye giren tüketiciler için iyi bir diyet ürünü olması nedeniyle tercih edilmektedir.

Analysis of Factors Affecting Consumers in UHT Milk Consumption: The Case Study of Erzurum

The primary purpose of this study was to determine factors influencing consumerpreferences for UHT milk consumption in Erzurum province. The primary data used inthis research was derived from Palandoken, Yakutiye and Aziziye districts of Erzurumprovince in 2010. The factor analysis was used to find out the factors affecting consumerpreferences for UHT milk and to reduce these factors. As for the segmentation ofconsumers and bringing out the profile of each segment, cluster analysis was used.According to the results, 95.00% of households consumed UHT milk. 18 factors that areaffecting the consumption of UHT milk were reduced to five main factors with factoranalysis. The factor scores which determined with factor analysis were divided into threeclusters by cluster analysis. UHT milk for consumers entering the first cluster has becauseof homogenous and packaging as well as intrinsic and extrinsic properties for advertisingand price advantage is preferred. UHT milk for consumers entering the second cluster hasease of preparation and transportation, and confidential properties are preferred byreason. On the contrary, consumers entering the third cluster prefer to UHT milk for agood diet product.

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