Antalya city milk and milk products consumer profile research

ABSTRACT In the globalizing world as marketing strategies become more consumer oriented, need for identification and recognition of consumers has brought to the fore the importance of consumer profile research. This study aims to survey the methods that can be used for consumer profile research, to establish a reference for researchers about the existing and valid methodologies and guide the relevant decision makers by the research results. In this dissertation the methods in the literature for profiling consumers are explained. The state of milk and milk products consumption in the world and Turkey are examined and compared. As a result of these, the conclusions of general profiling research conducted in 2001 on the people living in Antalya city centre is presented. In this study the trends, amounts and frequencies of milk products consumption, shopping habits, ownership and media habits were inquired, and on the basis of demographic variables a general consumer profile was drawn. The effect of ownership on milk consumption, the big effect of income on purchasing behaviour and the positive effect of education on deciding together between parents are determined. It was concluded that consumers are generally in the income bracket of 200 - 300 million TL. and which is much lower than the minimum subsistence; for this reason the consumption of meat and milk products are lower than the world average. According to these results, some suggestions were made to increase the milk and milk products consumption in Turkey.