Turkish Consumer Purchasing Decisions Regarding PGI-labelled Erzurum Civil Cheese

The aim of the study is to explore how important intrinsic and extrinsic product attributes affect the way that the consumer decides whether to purchase Erzurum Civil cheese labelled with a Protected Geographical Indication (PGI). Data were obtained from a face-toface survey conducted with a sample of households in Erzurum during the autumn of 2014. Principal Component Analysis (PCA) was used to identify the main factors underlying the way that product attitudes and their socioeconomic characteristics influence the consumer’s decision to purchase Erzurum Civil cheese. In addition, a k-means cluster analysis was applied to segment homogeneous consumer masses according to the main factors and their consumption frequencies. This was followed by a multiple regression analysis, which identified how these factors influence consumption volumes. The results of the study showed clearly that heavy users were motivated to buy Erzurum Civil cheese based on its intrinsic product attributes. Medium and light users, however, were motivated to buy the cheese as a result of its extrinsic product attributes, paying much more attention to product images of the cheese. If these positive motivation stimuli are combined, marketing tactics and strategies could increase demand trends for the redesigned and improved Erzurum Civil cheese and maximise consumer satisfaction in each cluster.

Coğrafi İşaretli Erzurum Civil Peyniri İle İlgili Türk Tüketicilerin Satın Alma Kararları

Çalışmanın amacı; Türk tüketicilerin bir coğrafi işaret (PGI) ile etiketlenmiş Erzurum Civil peyniri satın alıp almayacaklarına karar verme yöntemlerini, içsel ve dışsal ürün niteliklerinin nasıl etkilediğini ortaya koymaktır. Mevcut veriler 2014 yılı sonbaharı boyunca Erzurum’da örnek hane halkları ile yüz yüze yürütülen bir anketten elde edilmiştir. Temel Bileşenler Analizi (PCA), tüketicilerin Erzurum Civil Peyniri satın alma kararlarını etkileyen ürün nitelikleri ve onların sosyoekonomik özelliklerine işaret eden temel faktörleri belirlemek için kullanılmıştır. Aynı zamanda k-means kümeleme analizi, temel faktörler ve tüketicilerin tüketim frekanslarına göre homojen tüketici segmentleri oluşturmak için uygulanmıştır. Bu analiz, mevcut faktörlerin tüketim hacimlerini nasıl etkilediğini belirleyen çoklu regresyon analizleri ile takip edilmiştir. Araştırmanın sonuçları; yoğun kullanıcıların satına alma kararlarının Erzurum Civil peynirinin içsel nitelikleri tarafından motive edildiğini açık bir şekilde ortaya koymuştur. Fakat ılımlı ve düşük düzeyde kullanıcılar, ürünün dışsal niteliklerinin ve peynirin ürün imajına daha çok önem atfetmenin bir sonucu olarak satın almaya motive olmuşlardır. Bu pozitif motivasyon uyarıcıları birleştirilirse, pazarlama taktik ve stratejileri yeni dizayn edilmiş ve iyileştirilmiş Erzurum Civil peynirinin talep trenlerini artırabilir ve her bir kümedeki tüketim memnuniyetlerini maksimum kılabilir.

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