Marketing Tactic and Strategies Based on Consumption Preferences of Erzurum Civil Cheese with PGI

Year 2017, Volume: 7 Issue: 3, 257 - 265, 30.09.2017

Yavuz Topçu Derya Baran

Abstract

The aim of the study is to determine marketing tactic and strategies based on Erzurum Civil cheese
consumption preferences and the purchase patterns of the consumers who reside in Erzurum. The main material of
the study was created by the primary data obtained from a survey conducted on 401 households residing in Erzurum
during 2015 and consuming Erzurum Civil cheese. Principal Component Analysis (PCA) and Two-step Cluster
Analysis were used to determine the main factores impacting on the consumers’ purchase decisions, and to segment
homogenious clusters according to their purchase frequencies, respectively by considering the data obtained. The
results of the study highlighted that the heavy, medium and light users accounting consumption preferences of
Erzurum Civil cheese gave more appreciation to the actual product images which combine generic brand with
PDO and local brand under direct marketing approaches, to local branded products exposing core beneft with the
region of origin and sensory quality, and to local branded products with augmented product image reprenting visual
quality attributes, respectively.

Keywords

Erzurum Civil cheese, PCA and cluster analysis, Consumer preferences

Coğraf İşaretli Erzurum Civil Peynir Tüketim Tercihlerine Dayalı Pazarlama Taktik ve Stratejileri

Abstract

Çalışmanın amacı, Erzurum’da ikamet eden tüketicilerin Erzurum Civil peynir tüketim tercihleri ve satın
alma modellerine dayalı pazarlama taktik ve stratejilerini belirlemektir. Çalışmanın ana materyalini, 2015 yılında
Erzurum ilinde ikamet eden ve Erzurum Civil peyniri tüketen 401 hane halkı ile yapılan anket çalışmasından elde
edilen birincil veriler oluşturmuştur. Elde edilen verileri dikkate alarak; tüketicilerin satın alma kararı üzerinde etkili
olan ana faktörleri belirlemek için Principal Component Analiz (PCA) ve tüketicilerin tüketim sıklıklarına göre
kümeleleri oluşturmak için Two-step Cluster Analizi kullanılmıştır. Araştırma sonuçları; Erzurum Civil peyirini
yoğun, ılımlı ve düşük düzeyde tüketen kullanıcıların tüketim tercihleri üzerinde sırasıyla; bölge orijinli jenerik
ve yerel markalı gerçek ürün imajı altında doğrudan pazarlama yaklaşımlarının, orijin ve duyusal kalite ile temel
fayda sunan yerel markalı ürünlerin ve son olarak görsel kaliteyi ön plana çıkaran genişletilmiş mamul karmalı
yerel markalı ürünlerin büyük önem arz ettikleri belirlenmiştir.

Keywords

Erzurum Civil peyniri, PCA and kümeleme analizi, Tüketici tercihleri

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