Akademik Veri Yönetim Sistemi
Uluslaraası Erzincan Sempozyumu, Erzincan, Türkiye, 29 Eylül - 01 Ekim 2016, ss.769-778
The study is
planned to determine marketing tactic and strategies considering the consumers’
purchase patterns based on the intrinsic and extrinsic product attributes affecting
their Erzincan apple consumption preferences in TRA1 region. For these aims, the
primary data obtained from 600 households in TRA1 region were used for the principle component and k-means cluster analyses to determine
the main factors effecting on the consumers’ Erzincan apple consumption
intentions, and to segment the homogenous clusters according to their purchase
frequencies, respectively. The results of the study indicated that heavy users
focused on their Erzincan apple purchase decisions and consumption to
contribute to the rural development with healthy diets and core benefit
motivations under short food supply chain (SFSC)
safety. On the other hand, it was also reported that medium users satisfied
from the consumption of Erzincan apple under augmented product image with local
retailer brands contributing the rural development and with PGI/PDO indication providing healthy
diet under SFSC safety. In the same
way, light users provided a big satisfaction from their consumption preferences
based on their purchase decision considering actual product profiles with
respect to the visual and hedonic quality attributes. As a result, it could be satisfied
by the marketing tactic and strategies to be shaped according to the
consumption patterns taking into consideration the factors impacting on the
consumer segments’ Erzincan apple consumption preferences, and thus it could be
increased not only stability between its supply and demand amounts but also community
welfare.