Local Product Purchasing Behaviours of Consumers: DAP Region Products

Year 2019, Volume: 25 Issue: 1, 97 - 108, 25.08.2019

Sertaç Dokuzlu , Batuhan Demir Bilal Ürüm Volkan Güler Yavuz Sarı Gül Yıldız Osman Aksoy

https://doi.org/10.24181/tarekoder.559056

Cited By: 3

Abstract

It was aimed to determine the purchasing behaviours of the consumers and knowledge level about regional products of the Eastern Anatolia Region. Research was conducted in 2016 by applying a semi-structured questionnaire to 226 consumers. According to the results of the survey, about 70% of consumers willing to buy local products. 56% of consumers prefer to buy these products directly from the region. Local products that consumers wanted to buy are mostly; cheese, honey and butter. The consumers are positioning the local products as natural, delicious and healthy. It has been determined that the level of knowledge of the consumers' about geographical indications is as low as 5%. Consumers are willingness to pay an average of 20% more for local products. It is determined that consumers who prefer local products and ready to pay more are concentrated in the group of married male consumers in the middle age and middle and upper income group. Among the products of the DAP region, cheese, meat meals and kebabs, fruit and honey are the most popular. DAP region should be opened to large markets outside the region, starting with cheese and honey products under the umbrella of geographical indications.

Keywords

Regional product, geographical indication, consumer preference, DAP Region

Tüketicilerin Yöresel Ürün Satın Alma Davranışları: DAP Bölgesi Ürünleri

Abstract

Araştırmada
tüketicilerin yöresel ürün satın alma davranışları ve Doğu Anadolu Bölgesi
yöresel ürünleri hakkındaki bilgi düzeylerinin belirlenmesi amaçlanmıştır.
Araştırma 2016 yılında 226 tüketiciye yarı-yapılandırılmış anket uygulanarak
yapılmıştır. Araştırmanın sonuçlarına göre tüketicilerin yaklaşık %70’i yöresel
ürünleri satın almak istemektedir. %56 oranında tüketici bu ürünleri doğrudan
yöresinden almayı tercih etmektedir. Genel olarak yöresel olmasını istedikleri
ürünler; peynir çeşitleri, bal ve tereyağıdır. Tüketiciler yöresel ürünleri;
doğal, lezzetli ve sağlıklı olarak konumlandırmaktadır. Tüketicilerin coğrafi
işaretler konusundaki bilgi düzeyinin %5 gibi düşük bir oranda olduğu tespit
edilmiştir. Tüketiciler, yöresel ürünlere ortalama olarak %20 daha fazla bedel
ödemeye hazırdır. Yöresel ürünleri tercih eden ve daha fazla bedel ödemeye
hazır olan kişilerin orta ve üzeri gelir düzeyindeki orta yaş grubundaki evli
erkek tüketiciler grubunda yoğunlaştığı tespit edilmiştir. DAP Bölgesi ürünleri
içerisinde en fazla peynirler, etli yemekler ve kebaplar, meyveler ve bala ilgi
gösterilmektedir. DAP Bölgesi illerinin bölge dışındaki büyük pazarlara coğrafi
işaretler çatısı altında özellikle peynir ve bal ürünlerinden başlayarak
açılmaları gerekmektedir. 

Keywords

yöresel ürün, coğrafi işaret, tüketici tercihi, DAP Bölgesi

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