Tüketicilerin sarımsak tüketim tercihleri üzerinde etkili olan faktörlerin belirlenmesi


Creative Commons License

Topcu Y.

Uluslararası Taşköprü Pompeiopolis Bilim Kültür Sanat Araştırmaları Sempozyumu, Kastamonu, Türkiye, 10 - 12 Nisan 2017, ss.445-463

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Kastamonu
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.445-463
  • Atatürk Üniversitesi Adresli: Evet

Özet

Sensory quality attributes of the food products combing their region of origin and intrinsic attributes among core components being an indispensable of a healthy and balanced diet at all the stages of human life are one of the most important attributes in recent years. Especially, the consumption of the food products with protected designation of origin and geographical indications, and traditional specialty guaranteed is a bigger motivation source on not only human healthy but also added value of the production and short supply chain. The consumers, therefore, have shaped considerably their purchase patterns through an increasing demand for more healthy and reliable food products. For these aims, the primary data obtained from 600 households in TRA1 region in 2016 formed the main material of this study. PCA and k-means cluster analyses were used to determine the core product attributes affecting the consumers’ garlic consumption, and to segment target consumer masses according to their purchase frequencies, respectively. The results of the study indicated that heavy users preferred considerably the garlic with differentiated actual product image under healthier life motivation based on the core benefit. While medium users satisfied from the actual product image with the core benefit providing a protective impact against diseases by considering sensory quality focused on the region of origin, on the other hand, light users also preferred these products so that they could contribute to rural development under local origin brand reflecting sensory quality. Therefore; it was implemented the marketing tactic and strategies shaping differentiated actual product images creating awareness via promotion mix, providing core benefit based on sensory quality, and core benefit under the region of origin for the heavy, medium and light users, respectively.