Turkish Consumers’ Purchase Motivation towards Erzurum Stuffed-Kadayif with Protected Geographical Indication (PGI) at the Dessert Retailers

Abstract

Global climate change has rapidly changed consumers’attitude and behavior toward food products by affecting significantly their supply and demand. In this context, this study was planned to determine the main factors affecting Erzurum Stuffed-kadayif purchase motivation of Turkish consumers. The maim material of the research was obtained from 385 households residing in Erzurum, Turkey. Exploratory Factor Analysis and Two-step Cluster Analysis were used to explore Turkish consumers’ Erzurum Stuffed-kadayif purchase motivation at the dessert retailers. The results of the research highlighted that while consumers consuming this product at the local resteaurants satisfied fairly high from the food images under cultural integration, those consuming this dessert at the local patisseries also attituded a big importance to entrocentrism approach based on cultural integration. Similarly, consumers purchasing Erzurum Stuffed-kadayif as a ready-made local dessert from tle local manufacturer vendors tried to contribute considerably to sustainable food supply and consumption with entrocentrism approach under cultural integration. It should be improved appropriate positioning and segmentation strategies according to the purchase motivation of each consumer segment, and then they sould be implemented by policy makers.