Tüketicilerin Tavuk Eti Tüketimi ile İlgili Tutum ve Davranışlarını Etkileyen Faktörlerin Analizi

The study was designed to determine the consumers’ attitude and behaviors towards

poultry meat consumption and to analyze the factors affecting on their meat consumption.

The data obtained from 385 households consuming the poultry meat and residing in

Erzurum province. As the data set based on Principal Component Analysis to determine

the main factors affecting the consumption according to the poultry meat attributes and

K-means Cluster Analysis to constitute the homogenous segments related to their

consumption frequencies were used. According to the results of the study; the heavy users

(C1) consuming the poultry meat consumption constituted the desirous and sensitive

consumer segments based on both product image and price-sensitive contributing to the

regional and rural development under the augmented product mix registered with the

origin of the region. On the other hand, while the medium users (C2) focused on the

concept forming their diets under the core benefit and the disease risk of the poultry meat

by considering the sensorial and main quality attributes, light users (C3) also tried to

maximize their total utility through products with generic brand. Therefore, it could

introduce the augmented product mix under the product strategies with local brand with

the origin of region for C1, the private brand strategies meting ISO 9001 and HACCP

standards for C2, and the generic branded product with the origin of region in accordance

with the product image for C3. In this way, it could be contributed to the rural regional

developments, and thus could be increased the welfare levels of the people living in the

rural areas by providing both the producer and consumer satisfactions.