Tüketicilerin beyaz et tüketimi ile ilgili tutum ve davranışlarını etkileyen faktörlerin analizi: Erzurum ili örneği.

The study was designed

to determine the consumers’ attitude and behaviors towards the white meat

consumption and to analyze the factors affecting on their white meat

consumption. Primary data obtained from 385 households consuming white meat and

residing in <st1:city w:st="on"><st1:place w:st="on">Erzurum</st1:place></st1:city>

province. As the data set based on Principal Component Analysis (PCA) to

determine the main factors affecting the consumption according to the white

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 wheat 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 white meat by

considering the sensorial and actual 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 international

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.