Toplumsal pazarlama yaklaşımı ile kırsal kalkınmada yerel ürünlerin etkileri: Erzurum Civil Peyniri örneği.

The study was designed to

analyze the marketing tactics and strategies based on the consumers’ attitude

and behaviors of Erzurum Civil Cheese as a local product affecting on the rural

development models under societal marketing orientation. Principal Component Analysis (PCA) to determine the main factors

affecting the consumption based on the food product attributes and K-means Cluster Analysis to constitute the homogenous segments related to the

consumption frequencies of the consumers were used by taking the primary data

obtained from 250 households consuming Erzurum Civil Cheese and residing in

Erzurum. According to the results of the study, the heavy users (C1) consuming Erzurum Civil Cheese

focused on the main factors affecting on the rural development models and their

local product preferences including hedonic and sensorial quality attributes,

nutrition habits and willingness of the rural development based on the local

branded product. On the other hand; while the medium users (C2) attended the

factors such as the food and health safety, the nutrient content, the national

brand and willingness of the diet food, the light users (C3) took into consideration the factors consisting of the effects

of the promotion mix and social factors, the physiological functions of the

product in the local dishes. The implementations of the marketing tactics and

strategies covering the augmented product as a local brand with Erzurum region

of origin for the C1, the actual

product mix with the national brand considering the core benefit for the C2 and the core and actual product mix

reflecting best the integrated marketing communication efforts for the C3 could provide the major contribution

to the basic philosophy of the society marketing and the priorities of the

rural development program, and thus could create the positive effects on the

regional and rural development.<o:p></o:p>