Tüketicilerin Erzincan Tulum Peyniri Tüketim Motivasyonu

The

aim of the study is to determine the consumers’ consumption motivation based on the factors affecting their Erzincan tulum

cheese consumption preferences. For these aims, primary data obtained from 600

households in TRA1 region were used for Principle Component and k-means cluster

analyses to determine the main factors effecting on their Erzincan tulum cheese

consumption, and then to segment the homogenous consumer masses according to

their consumption frequencies, respectively. The results of the study clearly highlighted

that while heavy consumers consuming Erzincan tulum cheese focused on generic

branded products to contribute to the rural development trough healthy diet and

core benefit motivation under food safety, medium ones also gave consumption

decisions to sustain rural development via local/national branded augment

product image with PGI labels. On the

other hand, light consumers appreciated from actual product images with PGI

labels under experiential and hedonic quality perceptions. Consequently, the marketing

tactic and strategies implemented for homogeneous consumer masses could

increase considerably not only the consumers’ consumption trends but also the

suppliers’ net marketing margins, and thus it could be created a positive

impact on social welfare