Analysis of factors affecting the retailers brand preferences of consumers for milk and milk products

Retail branded products are a cheap product alternative for consumers thanks due to the low production costs, cheap packaging and very few advertising and promotional expenses. Especially after the economic crises, some changes are observed in the shopping and consumption habits of the consumers because of mainly decreasing purchasing power of consumers.These changing shopping and consumption habits lead consumers to focus on less expensive products. In this study, it is aimed to analyze the factors affecting the consumers' preferences for retailer branded milk and milk products in Antalya. For this purpose, a survey was conducted with 245 consumers in the central districts of Antalya in October-December 2018. In the study, multiple simple random probability sampling method, which is the most commonly used method in consumer research, was used to determine the sample size. Logistic regression analysis was used to determine the factors affecting the consumption of retailer-branded milk and milk products by using data obtained from consumers.Within the scope of the study, demographic, economic and psychological characteristics of consumers as well as consumer attitude, judgment and purchasing behavior in the retailer milk and milk products and the features that provide maximum benefit to the consumer were examined. The research results show that 89.9% of those who consume milk and milk products, and 69.8% of those who do not consume milk products are women. It was determined that the average age of consumers consuming retailer branded milk and milk products was 40.66 and the average age of non-consuming consumers was 35.31. According to the logistic regression analysis results, there is a negative relationship in terms of district, age, education, marital status, number of household workers and monthly total food expenditure in which consumers live according to consumption status of retailer branded milk and milk products. However, there was a positive relationship in terms of gender, number of family members and brand preference status. Furthermore, the rate of female consumers consuming retailer branded milk and dairy products is 5,844 times higher than that of male consumers. As the number of individuals in consumer families increases, the probability of consuming retail branded milk and dairy products is 1,64 times higher.