Atıf İçin Kopyala
Topcu Y.
İç Anadolu Bölgesi 1. Tarım ve Gıda Kongresi, Niğde, Türkiye, 2 - 04 Ekim 2014, ss.60-71
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Yayın Türü:
Bildiri / Tam Metin Bildiri
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Basıldığı Şehir:
Niğde
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Basıldığı Ülke:
Türkiye
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Sayfa Sayıları:
ss.60-71
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Atatürk Üniversitesi Adresli:
Evet
Özet
The study was designed
to determine the consumers’ attitude and behaviors towards the white meat
consumption and to analyze the factors affecting on their white meat
consumption. Primary data obtained from 385 households consuming white meat and
residing in Erzurum
province. As the data set based on Principal Component Analysis (PCA) to
determine the main factors affecting the consumption according to the white
meat attributes and K-means Cluster Analysis to constitute the homogenous
segments related to their consumption frequencies were used. According to the
results of the study; the heavy users (C1)
consuming wheat meat consumption constituted the desirous and sensitive
consumer segments based on both product image and price-sensitive contributing to
the regional and rural development under the augmented product mix registered
with the origin of the region. On the other hand, while the medium users (C2) focused on the concept forming
their diets under the core benefit and the disease risk of white meat by
considering the sensorial and actual quality attributes, light users (C3) also tried to maximize their total
utility through products with generic brand. Therefore, it could introduce the augmented product mix under the product
strategies with local brand with the origin of region for C1, the international
brand strategies meting ISO 9001 and HACCP standards for C2, and the generic branded product with the origin of region in
accordance with the product image for C3.
In this way, it could be contributed to the rural regional developments, and
thus could be increased the welfare levels of the people living in the rural
areas by providing both the producer and consumer satisfactions.