Rüveyda KIZILOĞLU, Nuray KIZILASLAN, Tayfur ÜNAL

A study on determining attitudes and behaviors of individuals towards local products in Manisa Province: The case of Mesir Paste

Some of the local products are region specific and the region is remembered with them. There are also local products with a long past which are not only known in their environs but also famous in other places. Mesir paste, which is one of these products, is traditional food produced by mixing a lot of spices and herbs. With this sense, this study aims to investigate the preferences (packaging, product range demand, quality, hygiene, etc.) of the individuals living in the area since they are significant in determining the attitudes and behaviors towards local products. The study covers some suggestions by determining the attitudes and behaviors of individuals and their desires and expectations so that local products can be protected and be sustainable. First, the knowledge, attitudes and behaviors of individuals in purchasing mesir paste were analyzed using 5-point Likert scale with 13 variables and the variables were collected under a factor with the help of factor analysis. The factor loads listed under a factor as a result of factor analysis were analyzed as one of the independent variables affecting the awareness level of the individuals about the local product. In the research, Binary Logit model was used to determine the factors affecting the local product preferences of the individuals. The awareness level about local products decreased as the age increased, and this may have stemmed from the fact that young people preferred mesir paste more. The packaging of the product in question was also one of the possible influential variables on awareness level. The packaging, which is also valued by manufacturers, as revealed by the study as well, has a positive influence on individuals, and it is a variable that is important in preferring a product.

Keywords:

Local product, behavior knowledge, factor analysis, Mesir Paste,

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