Tüketicilerin PGI Tescilli Gümüşhane İmalat Tipi Dut Ürünleri Tüketim Tercihleri: Gümüşhane Örneği
Yıl 2022,
, 179 - 189, 25.07.2022
Yavuz Topcu
,
Mustafa Çavdar
Öz
Gümüşhane’de ikamet eden tüketicilerin teknolojik yöntemlerle işlenmiş menşe işaretli Gümüşhane imalat tipi dut ürünlerinin homojenleştirilmiş hedef tüketici kitleleri tarafından tercih edilme nedenlerini ve bu tüketicilerin satın alma modellerine dayalı müşteri odaklı pazarlama taktik ve stratejilerini belirlemek amacıyla, bu çalışma planlanmıştır. Çalışmada kullanılan veriler, Gümüşhane ilinde bu ürünleri tüketen 251 hane halkı ile yapılan anket çalışmasından elde edilmiştir. Elde edilen veriler, tüketim tercihi faktörlerini belirlemek için Principal Component Analiz (PCA) ve homojen tüketici gruplarını oluşturmak için de K-means Cluster analiz kullanılmıştır. Araştırma sonuçları; imalat tipi dut ürünlerini yoğun bir şekilde tüketen kullanıcılar, tüketim tercihlerinde duyusal kalite niteliklerini yansıtan ürün içeriğini gıda arz zinciri güvencesi ve güvenirliliği altında temel fayda sağlayan mamul imajlarına odaklandıklarını göstermiştir. Orta düzeyli kullanıcılar ise hem ev tipi işleme teknikleri hem de bu ürünlere erişim endişesine karşılık duyusal kalite algısını sürdürebilir kılan imalat tipi ürün içeriğinin arz zinciri güvencesi ve güvenirliliği altında mamul farklılaştırılması ile temin edilecek tüketim memnuniyetine ve onun kırsal kalkınmaya katkısına inanmışlardır. Diğer taraftan araştırma sonuçları, düşük seviyedeki kullanıcıların ev tipi dut ürünlerine erişim endişesine karşılık gıda arz zinciri güvenirliliği altında tasarlanmış gerçek imajlı imalat tipi dut ürünleri tüketim tercihlerinin hem sosyal çevre hem de hedonik kalite algıları tarafından belirlendiğini ortaya koymuştur.
Destekleyen Kurum
Atatürk Üniversitesi Bilimsel Araştırma Projeleri Koordinatörlüğü
Proje Numarası
BAP-2013/150
Teşekkür
Bu makaleyi finansal olarak destekleyen Atatürk Üniversitesi Bilimsel Araştırma Projeleri Koordinatörlüğü teşekkür ederiz.
Kaynakça
- Alegbeleyea, O.O., Guimaraesb, J.T., Cruzb, A.G., Santana, A.S., 2018. Hazards of a ‘healthy’ trend? An appraisal of the risks of raw milk consumption and the potential of novel treatment technologies to serve as alternatives to pasteurization. Trend. Food Sci.Tech. 82: 148-166.
- Andini, M.K., Famiola, M., 2019. Understanding consumer’s behavior and customer segmentation of home-made and ready-to-drink products. Proceeding of the 4th ICMEM 2019 and the 11th IICIES 2019, 7-9 August, Bali, Indonesia.
- Anonim, 2014. Ulusal coğrafi işaret strateji belgesi ve eylem planı (2015-2018). Türk Patent Enstitüsü Yayın Kurulu, Haziran 2015, Anakara.
- ATO, 2021. Coğrafi İşaretli Ürünler. Ankara Ticaret Odası, Arkadaş Basım San. Ltd. Şti. Ankara.
- Bursal, M., 2019. SPSS ile Temel Veri Analizleri (İkinci Baskı). Anıl Yayıncılık, 135 s. Ankara.
- Delley, M., Brunner, T.A., 2020. A segmentation of Swiss fluid milk consumers and suggestions for target product concepts. J. Dairy Sci. 103: 3095-3106.
- Canavari, M., Centonze, R., Hingley, M., Spadoni, R., 2010. Traceability as part of competitive strategy in the fruit supply chain. British Food J. 112: 171-186.
- Cassago, A.L., Artencio, M.M., Giraldi, J.M.E., Costa, F.B., 2021. Metabolomics as a marketing tool for geographical indication products: a literature review. Europ. Food Res. Tech. 247: 2143-2159.
- Devia, G., Forli, S., Vidal, L., Curutchet, M.R., Ares, G., 2021. References to home-made and natural foods on the labels of ultra-processed products increase healthfulness perception and purchase intention: Insights for policy making. Food Qual. Pref. 88: 104110.
- Giovannucci, D., Josling, T., Kerr, W., Connor, B., Yeung M.T., 2009. Guide to Geographical Indications: ITC, Palais des Nations, Geneva, Switzerland.
- Graham, T., Abrahamse, W., 2017. Communicating the climate impacts of meat consumption: The effect of values and message framing. Global Env. Chang. 44: 98-108.
- GUCEVEYP, 2017. Gümüşhane Ceviz Eylem Planı, 2017-2019. Gümüşhane İl Tarım ve Orman Müdürlüğü, Gümüşhane.
Haas, R., Canavari, M., Slee, B., Tong, C., Anurugsa, B., 2010. Looking East, Loking West: Organic and Quality Food Marketing in Asia and Europe. Wageningen Academic Publisheers, the Netherlands.
- Irkın, H., 2013. Gümüşhane'de pestil ve köme sektörünün analizi. Web: https://www.haberler.com/gumushane-de-pestil-kome-sektorunun-analizi (Erişim tarihi: 15 Eylül 2017)
- Jiang, D. and Zhang, G. 2021. Marketing Clues on the Label Raise the Purchase Intention of Genetically Modified Food. Sustainability, 13: 9970. https://doi.org/10.3390/su13179970
- Kalkışım, Ö., Onaran A., Azeri, F.N., Turan, A., 2011. Gümüşhane ili ve ilçelerinde meyveciliğin genel durumu ve çiftçi uygulamaları üzerine bir araştırma. Güfbeed. 1(2): 123-134.
- Kanematsu, L.R.A., Müller, J., Scapin, T., Fabri, R.K., Colussi, C.F., Bernardo, L.C., Fernandes, A.C., Proenca, R.P.C., Uggioni, P.L., 2020. Do foods products labeled “home-made” contain fewer additives? Brazilian survey. J.Food Prod. Mark. 26 (7): 486-498.
- Kara, Ö., Akyüz, A., 2016. Gümüşhane örnekleminde pestil ve köme markalarının algısal konumlarının çok boyutlu ölçekleme analizi ile belirlenmesi. Gümüşhane Üniv. Sosyal Bilim. Ens. Derg. 7(16): 41-52.
- Karagöz, Y., 2020. Scientific research methods: SPSS and AMOS applications. Nobel Yayın., 1336 s. Ankara.
- Kotler, P., Armstrong, G., 2004. Principles of Marketing, 9th Edition.: Prentice Hall, 661 s. New Jersey.
- Kunadu, A.P.H., Aboagye, E.F.,Colecraft, E., Otoo, G.E., Adjei, M.Y.B., Acquaah, E., Anane, E., Amissah, J.G.N., 2019. Low consumption of indigenous fresh dairy products in Ghana attributed to poor hygienic quality. J. Food Prot. 82(2): 276–286.
- Li, S., Kallas, Z., Rahmani, D., 2022. Did the covid-19 lockdown affect consumers’ sustainable behavior in food purchasing and consumption in China? Food Cont. 132: 108352.
- Li, J., Abbasi, A., Cheema, A., Abraham, L.B., 2020. Path to purpose? How online customer journeys differ for hedonic versus utilitarian purchases. J. Mark. 84(4): 127-146.
- Martinez U.J., Mediano J., Rodriguez, A.L., 2021. The impact of the COVID-19 crisis on consumer purchasing motivation and behavior. Europ. Res. Manag. Bus. Econ. 27(3): 1-18.
- Ouyang, H., Li, B., McCarthy, M., Miao, S., Kilcawley, K., Fenelon, M., Kelly, A., Sheehan, J., 2021. Understanding preferences for and consumer behavior toward, cheese among a cohort of young, educated, internationally mobile Chinese consumers. J. Dairy Sci. 104(12): 12415-12426.
- Özbek, A., 2010. Gümüşhane ilinde pestil ve köme üretim ve ticaretinin ekonomik analizi. GOP Üniv. Sosyal Bilimler Enst. İktisat ABD, Yüksek Lisans Tezi, Tokat.
- Picot-Coupey, K., Krey, N., Huré, E., Ackermann, C.L., 2021. Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale. J. Business Res. 126: 578-590.
- Rahman, L.F., Alam, L., Marufuzzaman, M., Sumaila, U.R., 2021. Traceability of sustainability and safety in fishery SCM systems using radio frequency identification technology. Foods 10: 2265.
- Rana, J., Paul, J., 2017. Consumer behavior and purchase intention for organic food: A review and research agenda. J. Retail. Cons. Serv. 38: 157-165.
- Ritchie, H., Reay, D.S., & Higgins, P. (2018). The impact of global dietary guidelines on climate change. Glob. Env. Chan. 49: 46–55.
- Sadler, C.R., Grassby, T., Hart, K., Raats, M., Sokolovic, M., Timotijevic, L., 2021. Processed food classification: Conceptualization and challenges. Trend. Food Sci. Tech. 112: 149-162.
- Sanchez-Bravo, P.S., Chanbers, E., Artiaga, L., Lluch, D., Chambers, E., Barrachina, A.A., Sendra, E., 2020. Consumers’ attitude towards the sustainability of different food categories. Foods 9: 1608.
- Skalkos, D., Kosma, I.S., Vasiliou, A., Guine, R.P.F., 2021. Consumers’ trust in Greek traditional food in the post covid-19 era. Sustainability 13: 9975.
- Stoll-Kleemann, S., Schmidt, U.J., 2017. Reducing meat consumption in developed and transition countries to counter climate change and biodiversity loss. Reg. Env. Chan. 17: 1261-1277.
- SPSS 20.0, 2020. SPSS Base 15 User’s Guide, IL, 245 s. Chicago.
- Topcu, Y., 2012. The integrated marketing approach as a rural development tool. In. R.S. Adisa (Ed.), Rural development-contemporary ıssue and practices, 257-282 s. InTech-Open Access Publisher, Croatia.
- Topcu, Y., Baran, D., 2017. Coğrafi işaretli Erzurum Civil Peynir tüketim tercihlerine dayalı pazarlama taktik ve stratejileri. Iğdır Üniv. Fen Bilim. Enst. Derg. 7(3): 257-265.
- Topcu, Y., 2019. Determining product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. Anadolu Tarım Bilim. Derg. 34(3): 268-278.
- TPE, 2017. Coğrafi İşaretli Ürünler, Türk Patent Enstitüsü. Web: http://www.tpe.gov.tr (Erişim tarihi: 25 Eylül 2017).
- TÜİK, 2017. Gümüşhane ve ilçelerin toplam ceviz ve dut üretimi-2017. Bitkisel üretim istatistikleri veri tabanı. Web: https://biruni.tuik.gov.tr/medas, (Erişim tarihi: 10 Haziran 2017).
- Verain, M.C., Sijtsema, S.J., Dagevos, H., Antonides, G., 2017. Attribute segmentation and communication effects on healthy and sustainable consumer diet intentions. Sustainability 9: 730-743.
Consumers’ consumption preferences towards Gumushane manufacturing type mulberry products with PGI: Case of Gumushane
Yıl 2022,
, 179 - 189, 25.07.2022
Yavuz Topcu
,
Mustafa Çavdar
Öz
The study was planned to identify the customer-oriented marketing tactics and strategies based on consumers’ purchase patters, and the reasons to be preferred by homogenized target consumer masses of Gumuşhane manufacture type mulberry products with PGI processed by technological methods of the consumers residing in Gumushane. The data used in the study were obtained from the survey study conducted with 251 households consuming these products in Gumushane. The data were used Principal Component Analysis (PCA) in order to dertermine the main factors affecting on their consumption preferences, and K-means Cluster Analysis in order to create homogeneous consumer segments. The results of the study highlighted that heavy users consuming manufacturing type mulberry products focused on product images creating core benefit by means of product content reflecting sensory quality attributes on consumers’ prefernces under food supply chain assurance and reliabity. Medium users also believed to consumer satisfaction and its contribution to rural development to be achieved by differentaiting the manufacturing type product content under food supply chain assurance and reliability making sensory quality perception sustainable in contrast to both homemade type processing techniques and concern of access to these products. On the other hand, the resarch results pointed out that light users’ consumption preferences of manufacturing type mulberry products with actual product image in contrary to access concerns to homemade type ones under designed food supply chain reliability was determined by not only social enviroment but also hedonic quality perceptions.
Proje Numarası
BAP-2013/150
Kaynakça
- Alegbeleyea, O.O., Guimaraesb, J.T., Cruzb, A.G., Santana, A.S., 2018. Hazards of a ‘healthy’ trend? An appraisal of the risks of raw milk consumption and the potential of novel treatment technologies to serve as alternatives to pasteurization. Trend. Food Sci.Tech. 82: 148-166.
- Andini, M.K., Famiola, M., 2019. Understanding consumer’s behavior and customer segmentation of home-made and ready-to-drink products. Proceeding of the 4th ICMEM 2019 and the 11th IICIES 2019, 7-9 August, Bali, Indonesia.
- Anonim, 2014. Ulusal coğrafi işaret strateji belgesi ve eylem planı (2015-2018). Türk Patent Enstitüsü Yayın Kurulu, Haziran 2015, Anakara.
- ATO, 2021. Coğrafi İşaretli Ürünler. Ankara Ticaret Odası, Arkadaş Basım San. Ltd. Şti. Ankara.
- Bursal, M., 2019. SPSS ile Temel Veri Analizleri (İkinci Baskı). Anıl Yayıncılık, 135 s. Ankara.
- Delley, M., Brunner, T.A., 2020. A segmentation of Swiss fluid milk consumers and suggestions for target product concepts. J. Dairy Sci. 103: 3095-3106.
- Canavari, M., Centonze, R., Hingley, M., Spadoni, R., 2010. Traceability as part of competitive strategy in the fruit supply chain. British Food J. 112: 171-186.
- Cassago, A.L., Artencio, M.M., Giraldi, J.M.E., Costa, F.B., 2021. Metabolomics as a marketing tool for geographical indication products: a literature review. Europ. Food Res. Tech. 247: 2143-2159.
- Devia, G., Forli, S., Vidal, L., Curutchet, M.R., Ares, G., 2021. References to home-made and natural foods on the labels of ultra-processed products increase healthfulness perception and purchase intention: Insights for policy making. Food Qual. Pref. 88: 104110.
- Giovannucci, D., Josling, T., Kerr, W., Connor, B., Yeung M.T., 2009. Guide to Geographical Indications: ITC, Palais des Nations, Geneva, Switzerland.
- Graham, T., Abrahamse, W., 2017. Communicating the climate impacts of meat consumption: The effect of values and message framing. Global Env. Chang. 44: 98-108.
- GUCEVEYP, 2017. Gümüşhane Ceviz Eylem Planı, 2017-2019. Gümüşhane İl Tarım ve Orman Müdürlüğü, Gümüşhane.
Haas, R., Canavari, M., Slee, B., Tong, C., Anurugsa, B., 2010. Looking East, Loking West: Organic and Quality Food Marketing in Asia and Europe. Wageningen Academic Publisheers, the Netherlands.
- Irkın, H., 2013. Gümüşhane'de pestil ve köme sektörünün analizi. Web: https://www.haberler.com/gumushane-de-pestil-kome-sektorunun-analizi (Erişim tarihi: 15 Eylül 2017)
- Jiang, D. and Zhang, G. 2021. Marketing Clues on the Label Raise the Purchase Intention of Genetically Modified Food. Sustainability, 13: 9970. https://doi.org/10.3390/su13179970
- Kalkışım, Ö., Onaran A., Azeri, F.N., Turan, A., 2011. Gümüşhane ili ve ilçelerinde meyveciliğin genel durumu ve çiftçi uygulamaları üzerine bir araştırma. Güfbeed. 1(2): 123-134.
- Kanematsu, L.R.A., Müller, J., Scapin, T., Fabri, R.K., Colussi, C.F., Bernardo, L.C., Fernandes, A.C., Proenca, R.P.C., Uggioni, P.L., 2020. Do foods products labeled “home-made” contain fewer additives? Brazilian survey. J.Food Prod. Mark. 26 (7): 486-498.
- Kara, Ö., Akyüz, A., 2016. Gümüşhane örnekleminde pestil ve köme markalarının algısal konumlarının çok boyutlu ölçekleme analizi ile belirlenmesi. Gümüşhane Üniv. Sosyal Bilim. Ens. Derg. 7(16): 41-52.
- Karagöz, Y., 2020. Scientific research methods: SPSS and AMOS applications. Nobel Yayın., 1336 s. Ankara.
- Kotler, P., Armstrong, G., 2004. Principles of Marketing, 9th Edition.: Prentice Hall, 661 s. New Jersey.
- Kunadu, A.P.H., Aboagye, E.F.,Colecraft, E., Otoo, G.E., Adjei, M.Y.B., Acquaah, E., Anane, E., Amissah, J.G.N., 2019. Low consumption of indigenous fresh dairy products in Ghana attributed to poor hygienic quality. J. Food Prot. 82(2): 276–286.
- Li, S., Kallas, Z., Rahmani, D., 2022. Did the covid-19 lockdown affect consumers’ sustainable behavior in food purchasing and consumption in China? Food Cont. 132: 108352.
- Li, J., Abbasi, A., Cheema, A., Abraham, L.B., 2020. Path to purpose? How online customer journeys differ for hedonic versus utilitarian purchases. J. Mark. 84(4): 127-146.
- Martinez U.J., Mediano J., Rodriguez, A.L., 2021. The impact of the COVID-19 crisis on consumer purchasing motivation and behavior. Europ. Res. Manag. Bus. Econ. 27(3): 1-18.
- Ouyang, H., Li, B., McCarthy, M., Miao, S., Kilcawley, K., Fenelon, M., Kelly, A., Sheehan, J., 2021. Understanding preferences for and consumer behavior toward, cheese among a cohort of young, educated, internationally mobile Chinese consumers. J. Dairy Sci. 104(12): 12415-12426.
- Özbek, A., 2010. Gümüşhane ilinde pestil ve köme üretim ve ticaretinin ekonomik analizi. GOP Üniv. Sosyal Bilimler Enst. İktisat ABD, Yüksek Lisans Tezi, Tokat.
- Picot-Coupey, K., Krey, N., Huré, E., Ackermann, C.L., 2021. Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale. J. Business Res. 126: 578-590.
- Rahman, L.F., Alam, L., Marufuzzaman, M., Sumaila, U.R., 2021. Traceability of sustainability and safety in fishery SCM systems using radio frequency identification technology. Foods 10: 2265.
- Rana, J., Paul, J., 2017. Consumer behavior and purchase intention for organic food: A review and research agenda. J. Retail. Cons. Serv. 38: 157-165.
- Ritchie, H., Reay, D.S., & Higgins, P. (2018). The impact of global dietary guidelines on climate change. Glob. Env. Chan. 49: 46–55.
- Sadler, C.R., Grassby, T., Hart, K., Raats, M., Sokolovic, M., Timotijevic, L., 2021. Processed food classification: Conceptualization and challenges. Trend. Food Sci. Tech. 112: 149-162.
- Sanchez-Bravo, P.S., Chanbers, E., Artiaga, L., Lluch, D., Chambers, E., Barrachina, A.A., Sendra, E., 2020. Consumers’ attitude towards the sustainability of different food categories. Foods 9: 1608.
- Skalkos, D., Kosma, I.S., Vasiliou, A., Guine, R.P.F., 2021. Consumers’ trust in Greek traditional food in the post covid-19 era. Sustainability 13: 9975.
- Stoll-Kleemann, S., Schmidt, U.J., 2017. Reducing meat consumption in developed and transition countries to counter climate change and biodiversity loss. Reg. Env. Chan. 17: 1261-1277.
- SPSS 20.0, 2020. SPSS Base 15 User’s Guide, IL, 245 s. Chicago.
- Topcu, Y., 2012. The integrated marketing approach as a rural development tool. In. R.S. Adisa (Ed.), Rural development-contemporary ıssue and practices, 257-282 s. InTech-Open Access Publisher, Croatia.
- Topcu, Y., Baran, D., 2017. Coğrafi işaretli Erzurum Civil Peynir tüketim tercihlerine dayalı pazarlama taktik ve stratejileri. Iğdır Üniv. Fen Bilim. Enst. Derg. 7(3): 257-265.
- Topcu, Y., 2019. Determining product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. Anadolu Tarım Bilim. Derg. 34(3): 268-278.
- TPE, 2017. Coğrafi İşaretli Ürünler, Türk Patent Enstitüsü. Web: http://www.tpe.gov.tr (Erişim tarihi: 25 Eylül 2017).
- TÜİK, 2017. Gümüşhane ve ilçelerin toplam ceviz ve dut üretimi-2017. Bitkisel üretim istatistikleri veri tabanı. Web: https://biruni.tuik.gov.tr/medas, (Erişim tarihi: 10 Haziran 2017).
- Verain, M.C., Sijtsema, S.J., Dagevos, H., Antonides, G., 2017. Attribute segmentation and communication effects on healthy and sustainable consumer diet intentions. Sustainability 9: 730-743.