Coğrafi İşaretli Erzurum Civil Peynir Tüketim Tercihlerine Dayalı Pazarlama Taktik ve Stratejileri

The aim of the study is to determine marketing tactic and strategies based on Erzurum Civil cheese

consumption preferences and the purchase patterns of the consumers who reside in Erzurum. The main material of

the study was created by the primary data obtained from a survey conducted on 401 households residing in Erzurum

during 2015 and consuming Erzurum Civil cheese. Principal Component Analysis (PCA) and Two-step Cluster

Analysis were used to determine the main factores impacting on the consumers’ purchase decisions, and to segment

homogenious clusters according to their purchase frequencies, respectively by considering the data obtained. The

results of the study highlighted that the heavy, medium and light users accounting consumption preferences of

Erzurum Civil cheese gave more appreciation to the actual product images which combine generic brand with

PDO and local brand under direct marketing approaches, to local branded products exposing core benefit with the

region of origin and sensory quality, and to local branded products with augmented product image reprenting visual

quality attributes, respectively.