Consumers’ purchase motivations towards Gümüşhane homemade type mulberry products with PGI: Case of Gümüşhane

Abstract

The study was planned to explatore the motivation factors influesing on purchse of Gumuşhane homemade type mulberry products with PGI processed by tradational methods of the consumers residing in Gumushane, and to determine the customer-oriented marketing strategies for each consumer mass. The data used in the study were obtained from the survey study conducted with 300 households consuming these products in Gumushane. The data were used in Principal Component Analysis (PCA) to dertermine the motivation factors effecting on their consumption preferences, and in K-means Cluster Analysis to create homogeneous consumer segments. The results of the study highlighted that utilitarian and hedonic motivation factors based on accessing to shopping products with high nutritional value under cultural entegration and sicial enviromental impacts were of a higher effect on consumption satisfaction of heavy users puchasing Gumushane homemade type mulberry products with PGI. Similarly, utilitarian and hedonic motivation factors contributing to regional development with a direct marketing approach to natural local products with high nutritional value under positive health motive were effective on moderate users’ consumption motivation, On the other hand, light users focused on hedonic motivation factors contributing to regional development with a direct marketing approach for accessing to shopping natural local products with complementary attribute under social integration. Consequently, the implementation of hedonic and utilitarian motivation-oriented marketing strategies for each consumer mass could maximize both consumers’ consumption satisfaction and food supplers’ benefit.