Coğrafi İşaretli Erzurum Küflü Peyniri’nin Tüketici Tercihlerine Dayalı Pazarlama Taktik ve Stratejileri

Çalışmanın amacı, Erzurum’da ikamet eden tüketicilerin ErzurumKüflü Peynir tüketim tercihleri ve satın alma modellerine dayalıpazarlama taktik ve stratejilerini belirlemektir. Çalışmanın anamateryalini Erzurum ilinde ikamet eden ve Erzurum Küflü Peyniritüketen 401 hanehalkı ile yapılan anket çalışmasından elde edilenbirincil veriler oluşmaktadır. Elde edilen verileri dikkate alarak,satın alma kararı üzerinde etkili olan ana faktörlerinbelirlenmesinde Temel Bileşenler Analizi (PCA) ve tüketicilerintüketim sıklıklarına göre kümelerin oluşturulmasında İki AşamalıKümeleme Analizi kullanılmıştır. Araştırma sonuçları, yoğunkullanıcıların satın alma kararlarında temel fayda odaklı yerelürünlere dayalı kırsal kalkınmaya ivme kazandırmak için jenerikmarka altında temel fayda imajına büyük önem atfetmişlerdir.Diğer taraftan ılımlı ve düşük düzeyde tüketiciler ise duyusal kaliteniteliklerini dikkate alarak kırsal kalkınmaya katkı vermek içinyerel bireysel marka kapsamında genişletilmiş mamul imajı vegörsel kalite ile iletişim karması bileşenlerini dikkate alan gerçekürün imajlı Erzurum Küflü Peyniri’ne büyük bir önem vermişlerdir.

Marketing Tactic and Strategies Based on Consumer Preferences of Erzurum Moldy Cheese with Protected Geographical Indication (PGI)

The aim of the study is to determine the marketing tactic and strategies based on Erzurum Moldy Cheese consumption preferences and their purchase patterns of the consumers dwelling in Erzurum. The main material of the study was provided by the primary data obtained from a survey conducted on 401 households residing in Erzurum during 2015, and consuming Erzurum Moldy Cheese. Principal Component Analysis (PCA) and Two-step Cluster Analysis were used to determine the main factores impacting on their purchase decisions, and then to segment homogenous clusteres according to their purchase frequencies by taking into consideration the data, respectively. The results of the study highlighted that the heavy users appracited to Erzurum Moldy Cheese’s core benefit image under generic brand based on the local products oriented core benefit to accelerate rural development. On the other hand, the medium and light users gave a bigger attention to its augmented product image covering the local individual brands to contribute rural development by considering sensory quality attributes, and with the actual product image by taking into consideration the components related to the visual quality attributes and promotion mix on their purchase decisions.

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