Consumers' Purchase Motivations Toward Gümüşhane Manufacturing Type Mulberry Products with Protected Geographical Indication ÖZ Gümüşhane'de ikamet eden tüketicilerin teknolojik yöntemlerle işlenmiş menşe işaretli Gümüşhane imalat tipi dut ürünlerini satın alması üzerinde etkili olan motivasyon faktörlerini ortaya çıkarmak amacıyla, bu çalışma planlanmıştır. Çalışmada kullanılan veriler, Gümüşhane ilinde bu ürünleri tüketen 251 hane halkı ile yapılan anket çalışmasından elde edilmiştir. Elde edilen veriler, tüketim motivasyon faktörlerini belirlemek için Principal Component Analizde (PCA) ve homojen tüketici gruplarını oluşturmak için de K-means Cluster Analizde kullanılmıştır. Araştırma sonuçları; menşe işaretli Gümüşhane imalat tipi dut ürünlerini yoğun ve ılımlı düzeyde tüketen kullanıcılar için etik değerler ve besin değerine dayalı faydacı ve etnosentrizm yaklaşımını destekleyen hedonik motivasyon faktörlerinin büyük önem arz ettiğini ortaya koymuştur. Diğer taraftan düşük düzeyde dut ürünleri tüketen kullanıcılar, hem besin değeri algısına dayalı faydacı hem de kişisel ve sosyal çevre etkisi altında hedonik motivasyon faktörleri üzerine odaklanmışlardır. Sonuç olarak, her bir tüketici kitlesinin dut ürünleri satın alma motivasyon faktörleri için pazarlama stratejilerinin uygulanması hem tüketicilerin tüketim memnuniyetlerini hem de onları arz edenlerin kazançlarını maksimum kılabilir.
The study was planned to explatore the motivation factors influesing on purchse of Gumuşhane homemade type mulberry products with PGI processed by tradational methods of the consumers residing in Gumushane, and to determine the customer-oriented marketing strategies for each consumer mass. The data used in the study were obtained from the survey study conducted with 300 households consuming these products in Gumushane. The data were used in Principal Component Analysis (PCA) to dertermine the motivation factors effecting on their consumption preferences, and in K-means Cluster Analysis to create homogeneous consumer segments. The results of the study highlighted that utilitarian and hedonic motivation factors based on accessing to shopping products with high nutritional value under cultural entegration and sicial enviromental impacts were of a higher effect on consumption satisfaction of heavy users puchasing Gumushane homemade type mulberry products with PGI. Similarly, utilitarian and hedonic motivation factors contributing to regional development with a direct marketing approach to natural local products with high nutritional value under positive health motive were effective on moderate users’ consumption motivation, On the other hand, light users focused on hedonic motivation factors contributing to regional development with a direct marketing approach for accessing to shopping natural local products with complementary attribute under social integration. Consequently, the implementation of hedonic and utilitarian motivation-oriented marketing strategies for each consumer mass could maximize both consumers’ consumption satisfaction and food supplers’ benefit.
The study was planned to identify the customer-oriented marketing tactics and strategies based on consumers’ purchase patters, and the reasons to be preferred by homogenized target consumer masses of Gumuşhane manufacture type mulberry products with PGI processed by technological methods of the consumers residing in Gumushane. The data used in the study were obtained from the survey study conducted with 251 households consuming these products in Gumushane. The data were used Principal Component Analysis (PCA) in order to dertermine the main factors affecting on their consumption preferences, and K-means Cluster Analysis in order to create homogeneous consumer segments. The results of the study highlighted that heavy users consuming manufacturing type mulberry products focused on product images creating core benefit by means of product content reflecting sensory quality attributes on consumers’ prefernces under food supply chain assurance and reliabity. Medium users also believed to consumer satisfaction and its contribution to rural development to be achieved by differentaiting the manufacturing type product content under food supply chain assurance and reliability making sensory quality perception sustainable in contrast to both homemade type processing techniques and concern of access to these products. On the other hand, the resarch results pointed out that light users’ consumption preferences of manufacturing type mulberry products with actual product image in contrary to access concerns to homemade type ones under designed food supply chain reliability was determined by not only social enviroment but also hedonic quality perceptions.
The study was planned to identify the customer-oriented marketing tactics and strategies based on consumers’ purchase patters, and the reasons to be preferred by homogenized target consumer masses of Gumuşhane home-made type mulberry products with PGI processed by traditional methods of the consumers residing in Gumushane. The data used in the study were obtained from the survey study conducted with 300 households consuming these products in Gumushane. The data were used Principal Component Analysis (PCA) in order to dertermine the main factors affecting on their purchase decision and motivation, and K-means Cluster Analysis in order to create homogeneous consumer groups according to and their consumption frequencies. The results of the study highlighted that heavy users consuming mulberry products processed traditionally were willingness to contribute to regional develeopment with the product content consisting of domestic hazelnut-walnut-mulberry, high-rate milk and honey, but low-level flour and water composition, and with satisfaction created by sensory quality under traditional processing techniques on the decision to purchase these products. Also, medium users attributed great importance to augmented product image including core benefit based on traditional processing techniques of the product content being the main determinant of sensory quality, short supply chain confidence and hedonic quality preferences. On the other hand, it was analyze that light users wanted to contribute to regional development by means of short food supply chain confidence under actual product image by attributing the sensory and hedonic quality perception based on the visual product experience under the social environment effect and the nutritional motivation.
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