Sertaç DOKUZLU, Batuhan DEMİR, Bilal ÜRÜM, Volkan GÜLER, Yavuz SARI, Osman AKSOY

Tüketicilerin Yöresel Ürün Satın Alma Davranışları: DAP Bölgesi Ürünleri

Araştırmada tüketicilerin yöresel ürün satın alma davranışları ve Doğu Anadolu Bölgesi yöresel ürünleri hakkındaki bilgi düzeylerinin belirlenmesi amaçlanmıştır. Araştırma 2016 yılında 226 tüketiciye yarı-yapılandırılmış anket uygulanarak yapılmıştır. Araştırmanın sonuçlarına göre tüketicilerin yaklaşık %70’i yöresel ürünleri satın almak istemektedir. %56 oranında tüketici bu ürünleri doğrudan yöresinden almayı tercih etmektedir. Genel olarak yöresel olmasını istedikleri ürünler; peynir çeşitleri, bal ve tereyağıdır. Tüketiciler yöresel ürünleri; doğal, lezzetli ve sağlıklı olarak konumlandırmaktadır. Tüketicilerin coğrafi işaretler konusundaki bilgi düzeyinin %5 gibi düşük bir oranda olduğu tespit edilmiştir. Tüketiciler, yöresel ürünlere ortalama olarak %20 daha fazla bedel ödemeye hazırdır. Yöresel ürünleri tercih eden ve daha fazla bedel ödemeye hazır olan kişilerin orta ve üzeri gelir düzeyindeki orta yaş grubundaki evli erkek tüketiciler grubunda yoğunlaştığı tespit edilmiştir. DAP Bölgesi ürünleri içerisinde en fazla peynirler, etli yemekler ve kebaplar, meyveler ve bala ilgi gösterilmektedir. DAP Bölgesi illerinin bölge dışındaki büyük pazarlara coğrafi işaretler çatısı altında özellikle peynir ve bal ürünlerinden başlayarak açılmaları gerekmektedir.

Anahtar Kelimeler:

yöresel ürün, coğrafi işaret, tüketici tercihi, DAP Bölgesi

Local Product Purchasing Behaviours of Consumers: DAP Region Products

It was aimed to determine the purchasing behaviours of the consumers and knowledge level about regional products of the Eastern Anatolia Region. Research was conducted in 2016 by applying a semi-structured questionnaire to 226 consumers. According to the results of the survey, about 70% of consumers willing to buy local products. 56% of consumers prefer to buy these products directly from the region. Local products that consumers wanted to buy are mostly; cheese, honey and butter. The consumers are positioning the local products as natural, delicious and healthy. It has been determined that the level of knowledge of the consumers' about geographical indications is as low as 5%. Consumers are willingness to pay an average of 20% more for local products. It is determined that consumers who prefer local products and ready to pay more are concentrated in the group of married male consumers in the middle age and middle and upper income group. Among the products of the DAP region, cheese, meat meals and kebabs, fruit and honey are the most popular. DAP region should be opened to large markets outside the region, starting with cheese and honey products under the umbrella of geographical indications.

Keywords:

Regional product, geographical indication, consumer preference, DAP Region,

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