Willingness to buy the branded local food products of the consumers: the case of Ispir sugar bean as a local food product.

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Topcu Y.

International Journal of Scientific Research, vol.2, no.5, pp.386-392, 2013 (Peer-Reviewed Journal)

  • Publication Type: Article / Article
  • Volume: 2 Issue: 5
  • Publication Date: 2013
  • Journal Name: International Journal of Scientific Research
  • Journal Indexes: CAB Abstracts
  • Page Numbers: pp.386-392
  • Ataturk University Affiliated: Yes

Abstract

The aim of the study was to analyze the willingness to buy the branded Ispir sugar bean as a local food product of the target consumers, and to identify the major segmentation variables related to the socioeconomic characteristics of the target consumers. In order to reach to these aims, the principle component analysis (PCA) and cluster analysis considering the data obtained from a survey conducted with 205 households in Erzurum, Turkey were used. The results of the study showed that light, medium and heavy users were described by the factors related to the willingness to purchase the product with the private label being one type of the manufacturer brands by considering the social statute, the local brand food product with Ispir region of origin spurring the rural development, and the Ispir sugar bean with generic brand based on hedonic and sensorial quality attributes, respectively