Tüketicilerin sarımsak tüketim tercihleri üzerinde etkili olan faktörlerin belirlenmesi

Sensory quality

attributes of the food products combing their region of origin and intrinsic

attributes among core components being an indispensable of a healthy and

balanced diet at all the stages of human life are one of the most important

attributes in recent years. Especially, the consumption of the food products

with protected designation of origin and geographical indications, and

traditional specialty guaranteed is a bigger motivation source on not only

human healthy but also added value of the production and short supply chain.

The consumers, therefore, have shaped considerably their purchase patterns

through an increasing demand for more healthy and reliable food products. For

these aims, the primary data obtained from 600 households in TRA1 region in

2016 formed the main material of this study. PCA and k-means cluster analyses were used to determine the core

product attributes affecting the consumers’ garlic consumption, and to segment

target consumer masses according to their purchase frequencies, respectively.

The results of the study indicated that heavy users preferred considerably the

garlic with differentiated actual product image under healthier life motivation

based on the core benefit. While medium users satisfied from the actual product

image with the core benefit providing a protective impact against diseases by

considering sensory quality focused on the region of origin, on the other hand,

light users also preferred these products so that they could contribute to

rural development under local origin brand reflecting sensory quality. Therefore;

it was implemented the marketing tactic and strategies shaping differentiated

actual product images creating awareness via promotion mix, providing core

benefit based on sensory quality, and core benefit under the region of origin

for the heavy, medium and light users, respectively.