Akademik Veri Yönetim Sistemi
KSU TARIM VE DOGA DERGISI-KSU JOURNAL OF AGRICULTURE AND NATURE, cilt.25, ss.242-250, 2022 (ESCI)
The aim of the study was to explate the motivation factors influesing on purchse of Gumushane homemade type mulberry products with Protect ed Geographical Indication (PGI) processed by traditional methods of the consumers residing in Gumushane, and to determine the customer-oriented marketing strategies for each consumer mass. The data of the study were obtained from the survey conducted through the simple random sampling method in 2017 with 300 households consumed these products in Gumushane. The data were used in Principal Component Analysis (PCA) to determine the motivation factors affecting their consumption preferences, and in K -means Cluster Analysis to create homogeneous consumer segments. The results of the study highlighted that utilitarian and hedonic motivation factors based on accessing to shopping products with high nutritional value under cultural entegration and social enviromental impacts were of a higher effect on consumption satisfaction of heavy users puchasing Gumushane homemade type mulberry products with PGI. Similarly, utilitarian and hedonic motivation factors contributing to regional development with a direct marketing approach to natural local products with high nutritional value under positive health motive were effective on moderate users' consumption motivation. On the other hand, light users focused on hedonic motivation factors contributing to regional development with a direct marketing approach for accessing to shopping natural local products with complementary attribute under social integration. Consequently, the implementation of hedonic and utilitarian motivation-oriented marketing strategies for each consumer mass could maximize both consumers' consumption satisfaction and food supplers' benefit.