Akademik Veri Yönetim Sistemi
UMTEB-VI. Uluslararası Mesleki ve Teknik Bilimler Kongresi, Iğdır, Türkiye, 11 - 12 Nisan 2019, ss.171-179
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 apple in this food category 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. Principal Component Analysis and Cluster Analysis were used to determine the
sensory quality properties affecting the consumers’ apple consumption, and to
segment the target consumer masses according to their consumption frequencies
at their heavy, medium and light levels, respectively. The results of the study
indicated that the apples’ heavy and medium users focused freshness and taste
perception under the region of origin, but light users attributed great
importance to the physical images based on their package and colour.
The positioning of the fresh apples with the region of origin conserving its
taste and flavour for heavy and medium users, therefore; but with actual
product image based on physical image differentiated by the colours and
packages for light users at retail levels could provide a positive impact on
both total utility of the consumers’ consumption satisfaction and total income
of the farms at supply chain.