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

Yavuz Topcu; Nuray Demi�‡

Volume : II, Issue : V, May - 2013

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

Yavuz Topcu, Nuray Demi

Abstract :

The aim of the study was to analyze the willingness to buy the anded Ispir sugar bean as a local food product of the target consumers, and to identify the major segmentation variables related to the socioeconomic characteristics of the target consumers. In order to reach to these aims, the principle component analysis (PCA) and cluster analysis considering the data obtained from a survey conducted with 205 households in Erzurum, Turkey were used. The results of the study showed that light, medium and 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 ands by considering the social statute, the local and food product with Ispir region of origin spurring the rural development, and the Ispir sugar bean with generic and based on hedonic and sensorial quality attributes, respectively