Coğrafi İşaretli Erzurum Civil Peyniri İle İlgili Türk Tüketicilerin Satın Alma Kararları

Yıl 2017, Cilt: 32 Sayı: 2, 69 - 80, 29.12.2017

Yavuz Topcu Vedat Dağdemir

https://doi.org/10.28955/alinterizbd.343725

Cited By: 6

Öz

Çalışmanın amacı; Türk tüketicilerin bir coğrafi işaret (PGI) ile etiketlenmiş Erzurum Civil peyniri satın alıp almayacaklarına karar verme yöntemlerini, içsel ve dışsal ürün niteliklerinin nasıl etkilediğini ortaya koymaktır. Mevcut veriler 2014 yılı sonbaharı boyunca Erzurum’da örnek hane halkları ile yüz yüze yürütülen bir anketten elde edilmiştir. Temel Bileşenler Analizi (PCA), tüketicilerin Erzurum Civil Peyniri satın alma kararlarını etkileyen ürün nitelikleri ve onların sosyoekonomik özelliklerine işaret eden temel faktörleri belirlemek için kullanılmıştır. Aynı zamanda k-means kümeleme analizi, temel faktörler ve tüketicilerin tüketim frekanslarına göre homojen tüketici segmentleri oluşturmak için uygulanmıştır. Bu analiz, mevcut faktörlerin tüketim hacimlerini nasıl etkilediğini belirleyen çoklu regresyon analizleri ile takip edilmiştir. Araştırmanın sonuçları; yoğun kullanıcıların satına alma kararlarının Erzurum Civil peynirinin içsel nitelikleri tarafından motive edildiğini açık bir şekilde ortaya koymuştur. Fakat ılımlı ve düşük düzeyde kullanıcılar, ürünün dışsal niteliklerinin ve peynirin ürün imajına daha çok önem atfetmenin bir sonucu olarak satın almaya motive olmuşlardır. Bu pozitif motivasyon uyarıcıları birleştirilirse, pazarlama taktik ve stratejileri yeni dizayn edilmiş ve iyileştirilmiş Erzurum Civil peynirinin talep trenlerini artırabilir ve her bir kümedeki tüketim memnuniyetlerini maksimum kılabilir.

Anahtar Kelimeler

Erzurum Civil P eyniri, t emel b ileşenler analizi, k - ortalamalar kümeleme analizi, çoklu regresyon analizi, içsel ve dışsal ürün nitelikleri

Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese

Öz

The aim of the study is to explore how important intrinsic and extrinsic product attributes affect the way that the consumer decides whether to purchase Erzurum Civil cheese labelled with a Protected Geographical Indication (PGI). Data were obtained from a face-to-face survey conducted with a sample of households in Erzurum during the autumn of 2014. Principal Component Analysis (PCA) was used to identify the main factors underlying the way that product attitudes and their socioeconomic characteristics influence the consumer’s decision to purchase Erzurum Civil cheese. In addition, a k-means cluster analysis was applied to segment homogeneous consumer masses according to the main factors and their consumption frequencies. This was followed by a multiple regression analysis, which identified how these factors influence consumption volumes. The results of the study showed clearly that heavy users were motivated to buy Erzurum Civil cheese based on its intrinsic product attributes. Medium and light users, however, were motivated to buy the cheese as a result of its extrinsic product attributes, paying much more attention to product images of the cheese. If these positive motivation stimuli are combined, marketing tactics and strategies could increase demand trends for the redesigned and improved Erzurum Civil cheese and maximise consumer satisfaction in each cluster.

Anahtar Kelimeler

E rzurum Civil C heese, principal component analysis, k - means cluster a nalysis, multiple regression analysis, intrinsic and extrinsic product attributes

Kaynakça

• Almli, V.L., Øvrum, A., Hersleth, M., Almøy, T. and Næs, T., 2015. Investigating individual preferences in rating and ranking conjoint experiments. Food Quality and Preference 39 (1): 28-39.
• Aprile, M.C., Caputo, V. and Nayga, R.M., 2016. Consumers’ prefences and attitudes towards local food products. Journal of Food Products Markating 22 (1): 19-42.
• ASUD, 2010. Report of the dairy products in the world, Ankara. http://www.suthatti. com.tr/sut_raporu_envanteri.pdf (access time: 30 December, 2014).
• Aquilanti, L., Santarelli, S., Babini, V., Osimani, A. and Clementi, F., 2013. Quality evaluation and discrimination of semi-hard and hard cheeses from the Marche region (Central Italy) using chemo-metric tolls. International Dairy Journal 29 (1): 42-52.
• Bartsch, F., Diamantopoulos, A., Paparoidamis, N.G. and Chumpitaz, R., 2016. Global brand ownership: the mediating roles of consumer attitudes and brand identification. Journal of Business Research 69 (9): 3629-3635.
• Bellows, A.C., Alcaraz, G.V. and Hallman, W.K., 2010. Gender and food, a study of attitudes in the USA towards organic, local, U.S. grown, and GM-free foods. Appetite 55 (1): 540-550.
• Boniface, B., Umberger, W.J. and Stringer, R., 2013. Factors influencing consumption of dairy products: An exploratory study in Kota Kinabalu-Sabah, Malaysia. Journal of Agribusiness Marketing 6 (1): 14-36.
• Cacciolatti, L.A., Garcia, C.C. and Kalantzakis, M., 2015. Traditional Food Products: The Effect of Consumers’ Characteristics, Product Knowledge, and Perceived Value on Actual Purchase. Journal of International Food and Agribusiness Marketing 27 (3): 155-176.
• Chamorro, A., Rubio, S. and Miranda, F.J., 2015. The region-of-origin effect on purchasing preferences: the case of a multiregional designation of origin. British Food Journal 117 (2): 820-839.
• Chrysochou, P., 2010. Food health branding: the role of marketing mix elements and public discourse in conveying a healthy brand image. Journal of Marketing Communications 16 (1-2): 69-85.
• Enneking, U., Neumann, C. and Henneberg, S., 2007. How important intrinsic and extrinsic product attributes affect purchase decision. Food Quality and Preference 18 (2): 133-138.
• Giampietri, E., Finco, A. and Giudice, T., 2016. Exploring consumers’ behavior towards short food supply chains. British Food Journal 118 (3): 697-713.
• Glanz, K. Bader D.M. and Iyer, S., 2012. Retailer grocery store marketing strategies and obesity. American Journal of Preventive Medicine 42 (5): 503-512.
• Goosen, C and Muller, M., 2014. Consumer acceptance of Cheddar cheese: Intrinsic, extrinsic and socio-demographic influences, MS Thesis, Stellenbosch University, Agricultural Management, South Africa.
• Gujarati D.N., 2005. Basic Econometrics, Reference Publish: 33, p: 540, ISBN 975-7860-99-9, Istanbul, Turkey.
• Grunert, K.G., Loose, S.M., Zhou, Y. and Tinggaard, S., 2015. Extrinsic and intrinsic quality cues in Chinese consumers’ purchase of pork ribs. Food Quality and Preference 42 (1): 37-47.
• Hawkes, C., 2010. Invited commentary food packaging: the medium is the message. Public Health Nutrition 13 (2): 297-299.
• Hsu, S.Y., Chang, C.C. and Lin, T.T., 2016. An analysis of purchase intentions towards organic food on health consciousness and food safety with/under structural equation modelling. British Food Journal 118 (1): 200-216.
• Kokthi E., Limon, M.G. and Bermudez, I.V., 2014. Analyzing Albanian consumer preferences for origin using cluster analysis (the case of cheese). International Journal of Innovative Research in Science and Engineering 35 (2): 35-47.
• Koutroulou, A. and Tsourgiannis, L., 2011. Factors affecting consumers’ purchasing behavior towards local foods in Greece: The case of the prefecture of Xanthi. Scientific Bulletin-Economic Science 10 (2): 34-47.
• Lalor, F., Madden, C., McKenzie, K. and Wall, P.G., 2011. Health claims on foodstuffs: A focus group study of consumer attitudes. Journal of Functional Foods 3 (1): 56-59.
• Liang, R., 2016. Predicting intentions to purchase organic food: the moderating effects of organic food prices. British Food Journal 118 (1): 183-199.
• Lim, K.H., Hu, W., Maynard, L.J. and Goddard, E., 2014. A taste for safer beef? How much does consumers’ perceived risk influence willingness to pay for country‐of-origin labelled beef. Agribusiness 30 (1): 17-30.
• Luca, N.R. and Suggs, L.S., 2010. Strategies for the social marketing mix: A systematic review. Social Marketing Quarterly 16 (4): 122-149.
• Marcoz, E.M., Melewar, T.C. and Dennis, C., 2014. The value of region of origin, producer and protected designation of origin label for visitors and locals. International Journal of Tourism Research 16 (4): 313-328.
• Meijers, M.H.C. and Van Dam, Y.K., 2012. Sustainable food purchases in the Netherlands: the influence of consumer characteristics. Journal on Chain and Network Science 12 (2): 181-198.
• Miklavec, K., Pravst, I., Grunert, K.G., Klopčič, M. and Pohar, J., 2015. The influence of health claims and nutritional composition on consumers’ yoghurt preferences. Food Quality and Preference 43 (1): 26-33.
• Munoz, C.X., Johnson, E.C., McKenzie, A.L., Guelinckx, I., Graverholt, G., Casa, D.J. and Armstrong, L.E., 2015. Habitual total water intake and dimensions of mood in healthy young women. Appetite 92 (1): 81-86.
• Nordfalt, J. and Lange, F., 2013. In-store demonstrations as a promotion tool. Journal of Retailer and Consumer Services 20 (1): 20-25.
• Pinto, V.R.A., Melo, L.F., Balbino, D.F., Novaes, J.F., Negrete, M.C. and Sousa, T.D., 2016. The evaluation of consumer behavior influence on the buying process of dairy products in Minas Gerais State, Brazil. Journal of Food and Nutrition Research 4 (1): 51-59.
• Porral, C.C. and Mangin, J.P.L., 2016. Food private label brands: the role of consumer trust on loyalty and purchase intention. British Food Journal 118 (3): 679-713.
• Silva, F.Q., Freire, O., Brandao, M.M., Isabella, G., Moreira, L.B., 2016. Intentions to purchase food through the internet: developing and testing a model. British Food Journal 118 (3): 572-587.
• SPSS Base 20.0, 2015. SPSS Base 20.0 User’s Guide, SPSS, Chicago, IL., pp.161-184.
• Steenhuis, I.H.M., Waterlander, W.E. and Mul, A., 2011. Consumer food choice: the role of price and pricing strategies. Public Health Nutrition 14 (12): 2220-2226.
• TEPGE, 2012. Forecasting report of dairy products, Ankara. http://www.tepge.gov.tr (access time: 15 February, 2014).
• TPE, 2016. Food products with Protected Geographical Indications (PGI), Protected Designation of Origin (PDO) in Turkey Ankara. http://www.tpe.gov.tr (access time: 20 April, 2016).
• Topcu, Y., Isik, H.B. and Uzundumlu, A.S., 2009. Turkish consumer attitudes toward food products: The case of Erzurum. Italian Journal of Food Science 21 (1): 37-50.
• Topcu, Y., 2012. The effects of the local products on the rural development under societal marketing orientation: the case of Erzurum Civil cheese. 10th National Agricultural Economics Congress, 5-7 September, Konya, Turkey, pp. 916-925.
• Topcu, Y. and Uzundumlu, A.S., 2012. Turkish consumers’ purchase attitude and behaviors towards Kahramanmaras type ice cream as a local branded product. African Journal of Business Management. 34 (6): 9695-9703.
• Topcu, Y., 2015. Turkish consumer decisions affecting ice cream consumption. Italian Journal of Food Science 27 (1): 1-11.
• Topcu, Y., Uzundumlu, A.S. and Baran, D., 2015. How sensory and hedonic quality attributes affect fresh red meat consumption decision of Turkish consumers? Italian Journal of Food Science 27 (2): 89-98.
• Tsourgiannis, L., Karasavvoglou, A. and Florou, G., 2011. Consumers’ attitudes towards GM Free products in a European Region. The case of the Prefecture of Drama–Kavala–Xanthi in Greece. Appetite 57 (1): 448-458.
• Tsourgiannis, L., Karasavvoglou, A., Tsourgiannis, C.A., Florou, G., Theodosiou, T. and Valsamidis, S., 2014. Factors affecting consumers in Greece to buy during the economic crisis period food produced domestically in Greece. Procedia Economics and Finance 9 (1): 439-455.
• Uzundumlu, A.S. and Topcu, Y., 2016. Determining Turkish consumers’ consumption satisfaction with Erzurum Civil cheese. British Food Journal 118 (4): 896-914.
• Weber, M.J., Lambert, J.T., Kelley, A. and Jennings, S.S., 2015. Consumer ethnocentrism and tendencies to protect Wisconsin-made cheese products. International Academy of Marketing Studies Journal 19 (3): 149-168.
• Yildiz, F., Yetisemeyen, A., Senel, E., Ozkaya, F., Oztekin, S. and Sanli, E., 2010. Some properties of Civil Cheese. International Journal of Dairy Technology 63 (4): 575-580.
• Zhao, X., Kneafsey, M. and Finlay, D., 2016. Food safety and Chinese geographical indications. British Food Journal 118 (1): 217-230.