Akademik Veri Yönetim Sistemi
Uluslararası Erzincan sempozyumu, Erzincan, Türkiye, 28 Eylül - 01 Ekim 2016, ss.779-790
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