Abstract:

The study was planned to identify the customer-oriented marketing tactics and strategies based on consumers’ purchase patters, and the reasons to be preferred by homogenized target consumer masses of Gumuşhane home-made type mulberry products with PGI processed by traditional methods of the consumers residing in Gumushane. 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 Principal Component Analysis (PCA) in order to dertermine the main factors affecting on their purchase decision and motivation, and K-means Cluster Analysis in order to create homogeneous consumer groups according to and their consumption frequencies. The results of the study highlighted that heavy users consuming mulberry products processed traditionally were willingness to contribute to regional develeopment with the product content consisting of domestic hazelnut-walnut-mulberry, high-rate milk and honey, but low-level flour and water composition, and with satisfaction created by sensory quality under traditional processing techniques on the decision to purchase these products. Also, medium users attributed great importance to augmented product image including core benefit based on traditional processing techniques of the product content being the main determinant of sensory quality, short supply chain confidence and hedonic quality preferences. On the other hand, it was analyze that light users wanted to contribute to regional development by means of short food supply chain confidence under actual product image by attributing the sensory and hedonic quality perception based on the visual product experience under the social environment effect and the nutritional motivation.

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