Turkish Consumers’ Purchase Decisions towards Erzurum Stuffed-kadayif with Protected Geographical Indication at Dessert Retailers

Year 2023, Volume: 11 Issue: 2, 391 - 400, 28.12.2023

Yavuz Topcu

https://doi.org/10.33202/comuagri.1331240

Abstract

Global iklim değişiklikleri, gıda ürünlerinin arz ve taleplerini önemli ölçüde etkileyerek, tüketicilerin gıda ürünlerine yönelik tutum ve davranışlarını hızlı bir şekilde değiştirmiştir. Bu kapsamda araştırma, Türk tüketicilerin Erzurum Kadayıf Dolması satın alma kararlarını etkileyen ana faktörleri belirlemek için planlanmıştır. Araştırmanın ana materyali, 2021 yılında Erzurum’da ikamet eden 385 hane halkından elde edilmiştir. Keşfedici Faktör Analizi ve İki Aşamalı Kümeleme Analizi, perakendecilerde tüketicilerin Erzurum Kadayıf Dolması satın alma kararlarının ortaya çıkarmak için kullanılmıştır. Araştırmanın sonuçları; yerel restoranlarda bu ürünü tüketen ya da perakendecilerinden satın alan tüketicilerin duyusal algıları altında hazcı kalite niteliklerinden daha yüksek memnuniyet sağlarken; yerel pastanelerde bu ürünü tüketen tüketiciler ise sağlıklı gıda tüketme istekliliği üzerine odaklanarak daha yüksek bir hedonizm memnuniyeti sağlamış olduklarına işaret etmiştir. Benzer şekilde, yerel kadayıf dolması imalatçılarının satış mağazalarından bu mamulü satın alan tüketiciler, sağlıklı gıda tüketilmesini olanaklı kılan gıda güvenliği ve güvencesi altında duyusal kalite algısını dikkate alarak merkezi milliyetçilik yaklaşımı ile gıda arz ve tüketimini sürekli kılabilmek için anlamlı bir şekilde katkı sağlamaya çalışmışlardır. Sonuç olarak, her bir tüketici gruplarının satın alma kararlarına göre uygun konumlama ve bölümleme stratejileri geliştirilmeli ve daha sonra bu stratejiler uygulamaya konulmalıdır.

Keywords

Kümeleme Analizi, Erzurum Kadayıf Dolması, Keşfedici Faktör Analizi, Hazcı ve duyusal nitelikler, Satın alma kararı

Turkish Consumers’ Purchase Decisions towards Erzurum Stuffed-kadayif with Protected Geographical Indication at Dessert Retailers

Abstract

Global climate change has rapidly changed consumers’ attitude and behavior toward food products by affecting significantly their supply and demand. In this context, the study was planned to determine the main factors affecting Erzurum Stuffed-kadayif purchasing decisions of Turkish consumers. The maim material of the research was obtained from 385 households residing in Erzurum, Turkey in 2021. Exploratory Factor Analysis and Two-step Cluster Analysis were used to explore Turkish consumers’ Erzurum Stuffed-kadayif purchase decisions at its retailers. The results of the research highlighted that while consumers consuming this product at the local restaurants or buying from the retailers satisfied fairly high from hedonic quality attributes under the sensory perception, those consuming the product at the local patisseries also provided a higher hedonism satisfaction by focusing on their willingness to consume healthy food. Similarly, consumers purchasing Erzurum Stuffed-kadayif from the local manufacturer stores tried to contribute considerably to sustainable food supply and consumption with entrocentrism approach by considering emotional food perception under food safety and security making possible to consume healthy food. Consequently, it should be improved appropriate positioning and segmentation strategies according to the purchase decisions of each consumer segment, and then they should be also able to implement.

Keywords

Cluster Analysis, Erzurum Stuffed-kadayif, Exploratory Factor Analysis, Hedonic and sensory attributes, Purchase decision

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