Akademik Veri Yönetim Sistemi
International Food and Agricultural Congress, Antalya, Türkiye, 19 - 21 Nisan 2012, ss.1-9
The aim of the study was to analyze the willingness to buy the branded Ispir sugar bean as a local food product of the target consumers, and to determine which brand types to purchase according to its usage rates, and to identify the major segmentation variables related to the socioeconomic characteristics of the target consumers. In order to reach to these aims, the data obtained from a survey conducted with 205 households in Erzurum province by taking into consideration the relationships among the consumers’ demographic, socioeconomic and individual characteristics along with Ispir sugar bean attributes on their purchase decision were used for the principle component analysis (PCA) and cluster analysis. The results of the study showed that the cluster 1 (light users), cluster 2 (medium users) and cluster 3 (heavy users) were described by the factors related to the willingness to purchase the product with the private label being one type of the manufacturer brands by considering the social statute, the local brand food product with Ispir region of origin spurring the rural development based on the protection of the natural and generic sources, and the Ispir sugar bean with generic brand based on hedonic and sensorial quality attributes, respectively.