Ürün Konumlandırma ve Algısal Haritalama: Artvin Yerel Ürünlerine Yönelik Bir Ampirik Çalışma

Abstract

Local products have an important place in regional development. These products are sold to tourists and thus become a source of income for the local inhabitants. In scope of this research, Artvin local products were categorized as accessories, eating and drinking, food products and clothing. The aim of this study is to make perceptual mapping of Artvin local products with multidimensional scaling method. A perceptual map is a chart used by market researchers and businesses to show and understand the views and feelings of target customers about a particular brand or product. Perceptual mapping is a technique that guides marketers in product positioning. Multidimensional scaling is a tool to visualize the similarity levels according to the distances of each data in a data set. Within the scope of the research, the perceptions of the local products of those who visited the province of Artvin were collected through an online questionnaire. The product positions obtained as a result of perceptual mapping were visualized and interpreted. The perceptions of Artvin's local products are accessory; authentic, eating and drinking; quality, clothing; souvenirs, household products; environmental, healthy, food; traditional, reliable features.