Year 2018, Volume 21 , Issue 2, Pages 191 - 202 2018-04-30

Coğrafi İşaretli Erzurum Küflü Peyniri’nin Tüketici Tercihlerine Dayalı Pazarlama Taktik ve Stratejileri
Marketing Tactic and Strategies Based on Consumer Preferences of Erzurum Moldy Cheese with Protected Geographical Indication (PGI)

Derya BARAN [1] , Yavuz TOPÇU [2]


Çalışmanın amacı, Erzurum’da ikamet eden tüketicilerin Erzurum Küflü Peynir tüketim tercihleri ve satın alma modellerine dayalı pazarlama taktik ve stratejilerini belirlemektir. Çalışmanın ana materyalini Erzurum ilinde ikamet eden ve Erzurum Küflü Peyniri tüketen 401 hanehalkı ile yapılan anket çalışmasından elde edilen birincil veriler oluşmaktadır. Elde edilen verileri dikkate alarak, satın alma kararı üzerinde etkili olan ana faktörlerin belirlenmesinde Temel Bileşenler Analizi (PCA) ve tüketicilerin tüketim sıklıklarına göre kümelerin oluşturulmasında İki Aşamalı Kümeleme Analizi kullanılmıştır. Araştırma sonuçları, yoğun kullanıcıların satın alma kararlarında temel fayda odaklı yerel ürünlere dayalı kırsal kalkınmaya ivme kazandırmak için jenerik marka altında temel fayda imajına büyük önem atfetmişlerdir. Diğer taraftan ılımlı ve düşük düzeyde tüketiciler ise duyusal kalite niteliklerini dikkate alarak kırsal kalkınmaya katkı vermek için yerel bireysel marka kapsamında genişletilmiş mamul imajı ve görsel kalite ile iletişim karması bileşenlerini dikkate alan gerçek ürün imajlı Erzurum Küflü Peyniri’ne büyük bir önem vermişlerdir

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.

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Primary Language tr
Subjects Science
Journal Section RESEARCH ARTICLE
Authors

Orcid: 0000-0000-0000-0000
Author: Derya BARAN

Orcid: 0000-0000-0000-0000
Author: Yavuz TOPÇU (Primary Author)

Dates

Application Date : March 29, 2017
Acceptance Date : April 24, 2017
Publication Date : April 30, 2018

APA Baran, D , Topçu, Y . (2018). Coğrafi İşaretli Erzurum Küflü Peyniri’nin Tüketici Tercihlerine Dayalı Pazarlama Taktik ve Stratejileri . Kahramanmaraş Sütçü İmam Üniversitesi Tarım ve Doğa Dergisi , 21 (2) , 191-202 . DOI: 10.18016/ksudobil.302230