Willingness to buy the branded local food products of the consumers: the case of Ispir sugar bean as a local product.

The aim of the

study was to analyze the willingness to buy the branded Ispir sugar bean as a

local food product of the target consumers, and to determine which brand types

to purchase according to its usage rates, and to identify the major

segmentation variables related to the socioeconomic characteristics of the

target consumers. In order to reach to these aims, the data obtained from a

survey conducted with 205 households in Erzurum province by taking into

consideration the relationships among the consumers’ demographic, socioeconomic

and individual characteristics along with Ispir sugar bean attributes on their purchase

decision were used for the principle component analysis (PCA) and cluster analysis. The results of the study showed that the cluster 1 (light users),

cluster 2 (medium users) and cluster 3 (heavy users) were described by the

factors related to the willingness to purchase the product with the private

label being one type of the manufacturer

brands by considering the social statute, the local brand food product with

Ispir region of origin spurring the rural development based on the protection

of the natural and generic sources, and the

Ispir sugar bean with generic brand based on hedonic and sensorial quality

attributes, respectively.