A study on determining attitudes and behaviors of individuals towards local products in Manisa Province: The case of Mesir Paste

Year 2015, , 599 - 611, 01.04.2015

Rüveyda Kızıloğlu , Nuray Kızılaslan , Tayfur Ünal

https://doi.org/10.24289/ijsser.106461

Abstract

Some of the local products are region
specific and the region is remembered with them. There are also local products
with a long past which are not only known in their environs but also famous in
other places. Mesir paste, which is one of these products, is traditional food
produced by mixing a lot of spices and herbs. With this sense, this study aims
to investigate the preferences (packaging, product range demand, quality,
hygiene, etc.) of the individuals living in the area since they are significant
in determining the attitudes and behaviors towards local products. The study
covers some suggestions by determining the attitudes and behaviors of
individuals and their desires and expectations so that local products can be
protected and be sustainable. First, the knowledge, attitudes and behaviors of
individuals in purchasing mesir paste were analyzed using 5-point Likert scale
with 13 variables and the variables were collected under a factor with the help
of factor analysis. The factor loads listed under a factor as a result of
factor analysis were analyzed as one of the independent variables affecting the
awareness level of the individuals about the local product. In the research,
Binary Logit model was used to determine the factors affecting the local
product preferences of the individuals. The awareness level about local
products decreased as the age increased, and this may have stemmed from the
fact that young people preferred mesir paste more. The packaging of the product
in question was also one of the possible influential variables on awareness
level. The packaging, which is also valued by manufacturers, as revealed by the
study as well, has a positive influence on individuals, and it is a variable
that is important in preferring a product.

Keywords

Local product, behavior, knowledge, factor analysis, Mesir Paste

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