Analysis of consumer tendencies and food safety perception of local branded milk and dairy products: The example of Tekirdağ

The fact that it contains sufficient protein, fat, lactose, vitamins and minerals of animal origin throughout its life in terms of adequate and balanced nutrition ensures that it is very important to consume milk and dairy products. Food safety is one of the most important current issues discussed today. The concept of brand used for differentiating similar goods and services is handled in a much broader sense today. Brands have now become an important abstract concept of businesses and started to play an active role in the promotion of countries. Local brands operating in a certain geographical area, on the other hand, prioritize the trust relationship they establish with consumers. They aim to respond directly to consumers' requests. The material of the study consisted of the data obtained from the interviews conducted in face-to-face environments with the 381 consumers residing in the central district of Süleymanpaşa, Tekirdağ, and the questionnaires presented to these people. At the end of the study, it was determined that the vast majority of consumers purchased milk and dairy products. It is determined that consumers purchase an average of 9.5 liters of milk, 4 kg of white cheese, 1.7 kg of fresh cheddar cheese, 1.7 kg of old cheddar cheese, 10 kg of yogurt and 1.3 kg of butter. It is determined that 85% of consumers know the concept of local brand and 78% of them buy branded products on the ground. In the study, it was concluded that consumers consider the health of the product to be purchased while purchasing milk and dairy products as the most important criterion. It has been stated by consumers that they find local brand milk and milk products more fresh than national brands. At the same time, it was stated by consumers who did not purchase local branded milk and dairy products, that the reason for not being able to purchase was the expiry date of local branded products. As a result of the study, it was concluded by the consumers that promotions, product variety and advertisements of local branded products were not sufficient.