Tüketicilerin Yöresel Ürün Algısının Satın Alma Niyetine Etkisi: Erzurum İli Örneği

Öz

Bu çalışmada tüketicilerin yöresel ürün algısının, satın alma niyetine etkisinin araştırılması amaçlanmıştır. Bu amaçla Erzurum ilinde 440 tüketici ile yüz yüze anket yapılmıştır. Araştırmada tüketicilerin yöresel ürün algısında etkili olan faktörlerin belirlenmesinde faktör analizinden yararlanılmıştır. Faktör analizi sonucunda yöresel ürün algısının, üç faktörle açıklandığı belirlenmiştir. Bu faktörler, algılanan kalite, değer ve risk olarak adlandırılmışlardır. Yöresel ürün algısına ilişkin faktörlerin açıklama oranı %57.42 olarak hesaplanmıştır. Faktör analizi sonucunda elde edilen değişkenlerin satın alma niyeti üzerine etkisinin araştırılmasında çoklu değişken regresyon analiz çeşidi olan hiyerarşik regresyon analizinden yararlanılmıştır. Hiyerarşik regresyon analizi ile üç model oluşturulmuştur. 1. Modelde algılanan kalitenin yöresel ürün satın alma niyetini açıklama oranı % 13.9 bulunmuştur. İkinci modelde algılanan kalite ile birlikte algılanan riskin satın alma niyetinin açıklama oranı %15.3 olarak hesaplanmıştır. Son olarak algılanan kalite, algılanan risk değişkenlerine algılanan değer değişkeni eklenmiştir. Model 3 de üç bağımsız değişkenin yöresel ürün satın alma niyetini açıklama oranı %19.2 olarak belirlenmiştir. Dolayısıyla bağımsız değişken ilave edildikçe bağımlı değişkeni açıklama oranının arttığı görülmektedir. Ayrıca algılanan kalite, algılanan risk ve algılanan değer değişkenlerinin yöresel ürün satın alma niyetinin olumlu yönde etkilediği belirlenmiştir. Sonuç olarak yöresel gıda ürünü satın alma niyetinde yöresel ürün algısının yaklaşık %20 etkisinin olduğu ifade edilebilmektedir.

Anahtar Kelimeler

• Tüketici
• Yöresel Gıda
• Kalite
• Değer
• Risk

The Effect of Consumers' Perception of Local Products on Purchasing Intention: in Case of Erzurum Province

Abstract

This study aimed to investigate the effect of consumers' perception of local products on their purchase intention. For this purpose, a face-to-face survey was conducted with 440 consumers in Erzurum. In the research, factor analysis was used to determine the factors affecting consumers' perception of local products. As a result of factor analysis, it was determined that local product perception was explained by three factors. These factors are named perceived quality, value and risk. The explanation rate of factors related to local product perception was calculated as 57.42%. Hierarchical regression analysis, a type of multivariate regression analysis, was used to investigate the effect of the variables obtained as a result of factor analysis on purchase intention. Three models were created with hierarchical regression analysis. In Model 1, the rate of perceived quality explaining the intention to purchase local products was found to be 13.9%. In the second model, the explanation ratio of perceived quality and perceived risk to purchase intention was calculated as 15.3%. Finally, the perceived value variable was added to the perceived quality and perceived risk variables. In Model 3, the explanation rate of the three independent variables on the intention to purchase local products was determined as 19.2%. Therefore, it is seen that as the independent variable is added, the rate of explanation of the dependent variable increases. In addition, it was determined that perceived quality, perceived risk and perceived value variables positively affected the intention to purchase local products. As a result, it can be stated that the perception of local products has an approximately 20% effect on the intention to purchase local food products.

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