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

نویسندگان

چکیده

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

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ژورنال

عنوان ژورنال: Kahramanmara? Sütçü ?mam Üniversitesi tar?m ve do?a dergisi

سال: 2022

ISSN: ['2619-9149']

DOI: https://doi.org/10.18016/ksutarimdoga.vi.1040076