Tüketicilerin Erzincan Elması Tüketim Tercihi Üzerinde Etkili Olan Faktörlerin Belirlenmesi

The study is

planned to determine marketing tactic and strategies considering the consumers’

purchase patterns based on the intrinsic and extrinsic product attributes affecting

their Erzincan apple consumption preferences in TRA1 region. For these aims, the

primary data obtained from 600 households in TRA1 region were used for the principle component and k-means cluster analyses to determine

the main factors effecting on the consumers’ Erzincan apple consumption

intentions, and to segment the homogenous clusters according to their purchase

frequencies, respectively. The results of the study indicated that heavy users

focused on their Erzincan apple purchase decisions and consumption to

contribute to the rural development with healthy diets and core benefit

motivations under short food supply chain (SFSC)

safety. On the other hand, it was also reported that medium users satisfied

from the consumption of Erzincan apple under augmented product image with local

retailer brands contributing the rural development and with PGI/PDO indication providing healthy

diet under SFSC safety. In the same

way, light users provided a big satisfaction from their consumption preferences

based on their purchase decision considering actual product profiles with

respect to the visual and hedonic quality attributes. As a result, it could be satisfied

by the marketing tactic and strategies to be shaped according to the

consumption patterns taking into consideration the factors impacting on the

consumer segments’ Erzincan apple consumption preferences, and thus it could be

increased not only stability between its supply and demand amounts but also community

welfare. <o:p></o:p>