Tüketicilerin Erzincan Tulum Peyniri Tüketim Motivasyonu


Creative Commons License

Topcu Y.

Uluslararası Erzincan sempozyumu, Erzincan, Turkey, 28 September - 01 October 2016, pp.779-790

  • Publication Type: Conference Paper / Full Text
  • City: Erzincan
  • Country: Turkey
  • Page Numbers: pp.779-790
  • Ataturk University Affiliated: Yes

Abstract

The aim of the study is to determine the consumers’ consumption motivation based on the factors affecting their Erzincan tulum cheese consumption preferences. For these aims, primary data obtained from 600 households in TRA1 region were used for Principle Component and k-means cluster analyses to determine the main factors effecting on their Erzincan tulum cheese consumption, and then to segment the homogenous consumer masses according to their consumption frequencies, respectively. The results of the study clearly highlighted that while heavy consumers consuming Erzincan tulum cheese focused on generic branded products to contribute to the rural development trough healthy diet and core benefit motivation under food safety, medium ones also gave consumption decisions to sustain rural development via local/national branded augment product image with PGI labels. On the other hand, light consumers appreciated from actual product images with PGI labels under experiential and hedonic quality perceptions. Consequently, the marketing tactic and strategies implemented for homogeneous consumer masses could increase considerably not only the consumers’ consumption trends but also the suppliers’ net marketing margins, and thus it could be created a positive impact on social welfare