Akademik Veri Yönetim Sistemi
Türk Tarım – Gıda Bilim ve Teknoloji Dergisi, cilt.3, ss.242-247, 2015 (Hakemli Dergi)
The study was designed to determine the consumers’ attitude and behaviors towards
poultry meat consumption and to analyze the factors affecting on their meat consumption.
The data obtained from 385 households consuming the poultry meat and residing in
Erzurum province. As the data set based on Principal Component Analysis to determine
the main factors affecting the consumption according to the poultry 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 the poultry 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 the poultry meat
by considering the sensorial and main 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 private 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.