Akademik Veri Yönetim Sistemi
TURJAF, cilt.5, ss.822-831, 2017 (Hakemli Dergi)
The aim of the study is to determine the integrated marketing tactic and strategies based
on the main factors affecting the preferences and purchase patterns related to Karnavas
Mullberry Molasses with PDO 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 Karnavas Mullberry
Molasses. Principal Component Analysis (PCA) and Two-step Cluster Analysis were used
to determine the main factors impacting on their purchase decisions, and then to segment
homogenous clusters according to their purchase frequencies by taking into consideration
the data, respectively. The results of the study indicated that the heavy and medium users
who consume Karnavas Mullberry Molasses pointed out the necessity of the augmented
and actual product image positioning at retail level under local individual brands
considering the attributes of the holistic quality with PDO label and those of the sensory
quality obtained from traditional production methods to contribute to rural development
under the direct marketing approaches, respectively. On the other hand, the light users
also focused on the increase of market penetration effect via promotion mix and the
product positioning under the local branded actual product image implementing
traditional production method and hedonic quality approaches. It could be applied the
positioning and promotion strategies according to the consumers’ utility expectation and
the product images, therefore, by considering their requirements and desires in each
segment.