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