Year 2017, Volume 32 , Issue 2, Pages 69 - 80 2017-12-29

Coğrafi İşaretli Erzurum Civil Peyniri İle İlgili Türk Tüketicilerin Satın Alma Kararları
Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese

Yavuz Topcu [1] , Vedat Dağdemir [2]


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.

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.

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Primary Language en
Subjects Science
Published Date 2017/2
Journal Section Research Articles
Authors

Author: Yavuz Topcu (Primary Author)
Institution: ATATÜRK ÜNİVERSİTESİ
Country: Turkey


Author: Vedat Dağdemir
Country: Turkey


Dates

Publication Date : December 29, 2017

Bibtex @research article { alinterizbd343725, journal = {Alinteri Journal of Agriculture Science}, issn = {2564-7814}, eissn = {2587-2249}, address = {}, publisher = {Adem Yavuz SÖNMEZ}, year = {2017}, volume = {32}, pages = {69 - 80}, doi = {10.28955/alinterizbd.343725}, title = {Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese}, key = {cite}, author = {Topcu, Yavuz and Dağdemir, Vedat} }
APA Topcu, Y , Dağdemir, V . (2017). Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese. Alinteri Journal of Agriculture Science , 32 (2) , 69-80 . DOI: 10.28955/alinterizbd.343725
MLA Topcu, Y , Dağdemir, V . "Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese". Alinteri Journal of Agriculture Science 32 (2017 ): 69-80 <https://dergipark.org.tr/en/pub/alinterizbd/issue/33578/343725>
Chicago Topcu, Y , Dağdemir, V . "Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese". Alinteri Journal of Agriculture Science 32 (2017 ): 69-80
RIS TY - JOUR T1 - Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese AU - Yavuz Topcu , Vedat Dağdemir Y1 - 2017 PY - 2017 N1 - doi: 10.28955/alinterizbd.343725 DO - 10.28955/alinterizbd.343725 T2 - Alinteri Journal of Agriculture Science JF - Journal JO - JOR SP - 69 EP - 80 VL - 32 IS - 2 SN - 2564-7814-2587-2249 M3 - doi: 10.28955/alinterizbd.343725 UR - https://doi.org/10.28955/alinterizbd.343725 Y2 - 2017 ER -
EndNote %0 Alınteri Zirai Bilimler Dergisi Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese %A Yavuz Topcu , Vedat Dağdemir %T Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese %D 2017 %J Alinteri Journal of Agriculture Science %P 2564-7814-2587-2249 %V 32 %N 2 %R doi: 10.28955/alinterizbd.343725 %U 10.28955/alinterizbd.343725
ISNAD Topcu, Yavuz , Dağdemir, Vedat . "Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese". Alinteri Journal of Agriculture Science 32 / 2 (December 2017): 69-80 . https://doi.org/10.28955/alinterizbd.343725
AMA Topcu Y , Dağdemir V . Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese. Alinteri Journal of Agriculture Science. 2017; 32(2): 69-80.
Vancouver Topcu Y , Dağdemir V . Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese. Alinteri Journal of Agriculture Science. 2017; 32(2): 80-69.