Impacts of Integrated Marketing Communication Strategies Applied for Geographical Indications on Purchasing Behavior

Year 2017, Volume: 5 Issue: 1, 87 - 100, 30.04.2017

Ayça Kırgız

https://doi.org/10.22139/jobs.303277

Cited By: 1

Abstract

The purpose of this study is to raise the awareness
for products with geographical indication (GI) which directly influence the
development of local and nation-wide economies, marketing of tourism activities
and branding of destination and to investigate the integrated marketing communication
(IMC) tools applied for realization of selling and the impact of such tools on
shopping behavior. In this study, simple linear regression analysis have been
used. The data analysis showed that the perceived quality of food products and
IMC tools appear to affect purchase behavior in a positive way. But there are
only 200 products in Turkey with GI registration despite the high GI potential
thereof. This result reveals the fact that despite the rapidly increasing state
incentive the GI concept of Turkey is not yet understood fully and its
significance is not understood sufficiently. This has revealed the existence of
other fundamental problems which are discussed in part of conclusion and
recommendation.

Keywords

Geographical indication, integrated marketing communication, local products, perceived quality of GI, high-value food products

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