Akademik Veri Yönetim Sistemi
İç Anadolu Bölgesi 1. Tarım ve Gıda Kongresi, Niğde, Türkiye, 2 - 04 Ekim 2014, ss.35-48
The aim of the research
is to determine how the sensory and hedonic quality attributes of the red meat
affect the consumers’ red meat consumption and preferences. The primary data
obtained from 385 households consuming the red meat and residing in Erzurum was
used for Principal Component Analysis
(PCA), K-means Cluster Analysis and Multiple Regression/Correlation Analysis (MRC).The results of
the study showed that the purchasing model were formed by the
sensory quality attributes of the red meat for the heavy users, and hedonic ones of it for the medium and light users.
Moreover, it was also analyzed that the sensory quality attributes were much
more important than the hedonic ones on purchasing patterns of red meat for the
homogenous consumers mass. On the other hand, while the red meat price and
consumers’ income as the indicators of the hedonic qualities affected all
consumer masses, the second and third consumer groups exhibited the behaviors
and attitudes towards the red meat consumption according to hedonic quality attributes
including the variables of the core benefit and real product images, respectively;
but those of the first group accepted the sensory quality ones covering aroma
and the structural and visual properties. According to the results of the
study; the production and marketing strategies taking into consideration the
sensory quality attributes based the core benefit, hedonic quality focused on
the core benefit and that under the real product image could provide a number
of the positive effects on both the target consumer masses and the manufacturer
and middlemen.