Abstract
The objective of this study is to investigate specific consumer and household characteristics that affect consumption decision of yogurt, by using a cross-sectional survey data from 8549 households in Turkey. This study showed that about 81.8% of the households consume fluid milk and 78% of the households consume yogurt on a monthly basis. The results indicated that socioeconomic and demographic characteristics of households such as household income, household size, education, age, working status and gender of household head and, residential areas (rural-urban) were statistically significant factors and play an important role on yogurt consumption among Turkish households. Results from these analyses are used to suggest techniques for marketing yogurt consumption to specific segments of consumer population. Moreover, this research provides a profile of households that consume and probably spend more on yogurt.
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