Abstract:

The aim of this study is to investigate the perceptions and attitudes of consumers towards geographically indicated products based on the marketing mix elements. Thus, the marketing mix perception (product, price, promotion) perceived by the consumers living in Mersin from tantuni, cezerye and kerebiç products and behavioral consumption intentions were investigated. The research designed in quantitative research method and scanning model with the descriptive purpose. The data were collected through questionnaires and with the drop-ball contact technique. Due to the COVID-19 pandemic, data were collected through convenience sampling technique and 317 questionnaires collected. As a result of outlier analysis 42 questionnaires were removed from the data pool and analyzes were conducted over 275 valid questionnaires. Based on the findings, it was understood that the local people unanimously found all three products important in terms of the image of the city. It is seen that both the perception of marketing performance and behavioral consumption tendency towards tantuni and cezerye products are quite high. On the other hand, marketing perceptions and loyalty attitudes about the kerebiç dessert are statistically significantly lower than the other two products. At this point, it is seen that negative thoughts and attitudes towards kerebiç dessert stem from high prices and lack of publicity. The research was concluded with discussion and recommendations for the literature and practitioners.

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