Akademik Veri Yönetim Sistemi
İnternational Rural Develpoment Semposium'09, Erzurum, Türkiye, 5 - 07 Eylül 2012, ss.214-224
Local products have played an important role in rural development models by making it possible to make effective use of natural resources and stimulating rural development potential. There is a close relationship between production and marketing departments of commercial farms to introduce local products to target consumer masses impressively. The aim of this study is to explore individual consumers’ purchase attitude and behaviors towards Ispir sugar bean and to design integrated marketing strategies based on the marketing mix or intrinsic and extrinsic attributes of Ispir sugar bean as a local product using conjoint analysis. The data of this research were obtained from a survey conducted with 250 households in Erzurum. These data were used to design the marketing strategies by using conjoint analysis in SPSS statistic program. The results of this study show that the most important factors affecting respondents' purchase attitude and behavior for Ispir sugar bean were price, brand type, production type, origin mark and caliber size with 26.73%, 14.79%, 13.48%, 12.34% and 12.32% relative importance, respectively. Therefore, marketers could design and apply integrated marketing strategies such as price, manufacturer brand strategy with Ispir origin mark and organic production, product category management and retailing strategies for Ispir sugar bean. These strategies could stimulate rural development potential and could increase annual income levels of Ispir sugar bean producers in Ispir district of Erzurum, Turkey.