Research Information System
International Congress on Agriculture and Forestry Research, Muğla, Turkey, 8 - 10 April 2019, pp.553-560
The core attributes of food products being
among the main components of people’ healthy and balanced nutrition are one of
the most important attributes for their purchase patterns/consumption
preferences in recent years. Especially, the food products’ consumption with
protected designation of origin and geographical indications, and traditional
specialty guaranteed has a great importance due to contribution to both human
healthy and the firms at the production and supply chain. The consumers, therefore,
have shaped their purchase patterns with their orientation towards healthier
and more reliable food products under influence of both information technology
and communication mix. The aim of the study was to determine the impact sensory
quality properties of garlic purchesed by homogeneous consumer masses. For
these aims, the main material of this study consisted of the primary data
obtained from 600 households residing in TRA1 region in 2018. PCA and cluster analyses were used to
determine the sensory quality properties affecting the consumers’ garlic
consumption, and to segment the target consumer masses according to their
purchase frequencies, respectively. The results of the study indicated that
heavy, medium and light users consuming garlic attributed great importance to
its taste perception, its bulb’s morphologic and visual quality attributes,
respectively. At retail level, therefore, the positioning of garlic carrying
high taste perception, the morphological properties of satisfying garlic bulbs,
and their visual quality attributes for the heavy, medium and light users,
respectively, could provide positive effects on both total utility of the
consumers and total income of the firms at supply chain.