Akademik Veri Yönetim Sistemi
KSU TARIM VE DOGA DERGISI-KSU JOURNAL OF AGRICULTURE AND NATURE, cilt.21, sa.2, ss.191-202, 2018 (ESCI)
The aim of the study is to determine the marketing tactic and strategies based on Erzurum Moldy Cheese consumption preferences and their purchase patterns of the consumers dwelling . in Erzurum. The main material of the study was provided by the primary data obtained from a survey conducted on 401 households residing in Erzurum during 2015. and consuming Erzurum Moldy Cheese. Principal Component Analysis (PCA)and Two-step Cluster Analysis were used to determine the main factores impacting on their purchase decisions, and then to segment homogenous clusteres according to their purchase frequencies by taking into consideration the data, respectively. The results of the study highlighted that the heavy users appracited to Erzurum Moldy Cheese's core benefit image under generic brand based on the local products oriented core benefit to accelerate rural development. On the other hand, the medium and light users gave a bigger attention to its augmented product image covering the local individual brands to contribute rural development by considering sensory quality attributes, and with the actual product image by taking into consideration the components related to the visual quality attributes and promotion mix on their purchase decisions.