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

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

Anahtar Kelimeler:

Erzurum Civil peyniri, PCA and kümeleme analizi, Tüketici tercihleri

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

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

Keywords:

Erzurum Civil cheese, PCA and cluster analysis, Consumer preferences,

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