Akademik Veri Yönetim Sistemi
X. Ulusal Tarım Ekonomisi Kongresi, Konya, Türkiye, 5 - 07 Eylül 2012, ss.916-925
The study was designed to
analyze the marketing tactics and strategies based on the consumers’ attitude
and behaviors of Erzurum Civil Cheese as a local product affecting on the rural
development models under societal marketing orientation. Principal Component Analysis (PCA) to determine the main factors
affecting the consumption based on the food product attributes and K-means Cluster Analysis to constitute the homogenous segments related to the
consumption frequencies of the consumers were used by taking the primary data
obtained from 250 households consuming Erzurum Civil Cheese and residing in
Erzurum. According to the results of the study, the heavy users (C1) consuming Erzurum Civil Cheese
focused on the main factors affecting on the rural development models and their
local product preferences including hedonic and sensorial quality attributes,
nutrition habits and willingness of the rural development based on the local
branded product. On the other hand; while the medium users (C2) attended the
factors such as the food and health safety, the nutrient content, the national
brand and willingness of the diet food, the light users (C3) took into consideration the factors consisting of the effects
of the promotion mix and social factors, the physiological functions of the
product in the local dishes. The implementations of the marketing tactics and
strategies covering the augmented product as a local brand with Erzurum region
of origin for the C1, the actual
product mix with the national brand considering the core benefit for the C2 and the core and actual product mix
reflecting best the integrated marketing communication efforts for the C3 could provide the major contribution
to the basic philosophy of the society marketing and the priorities of the
rural development program, and thus could create the positive effects on the
regional and rural development.