Turkish Consumers’ Purchase Decisions towards Erzurum Stuffed-kadayif with Protected Geographical Indication at Dessert Retailers

Abstract

Global climate change has rapidly changed consumers’ attitude and behavior toward food products by affecting significantly their supply and demand. In this context, the study was planned to determine the main factors affecting Erzurum Stuffed-kadayif purchasing decisions of Turkish consumers. The maim material of the research was obtained from 385 households residing in Erzurum, Turkey in 2021. Exploratory Factor Analysis and Two-step Cluster Analysis were used to explore Turkish consumers’ Erzurum Stuffed-kadayif purchase decisions at its retailers. The results of the research highlighted that while consumers consuming this product at the local restaurants or buying from the retailers satisfied fairly high from hedonic quality attributes under the sensory perception, those consuming the product at the local patisseries also provided a higher hedonism satisfaction by focusing on their willingness to consume healthy food. Similarly, consumers purchasing Erzurum Stuffed-kadayif from the local manufacturer stores tried to contribute considerably to sustainable food supply and consumption with entrocentrism approach by considering emotional food perception under food safety and security making possible to consume healthy food. Consequently, it should be improved appropriate positioning and segmentation strategies according to the purchase decisions of each consumer segment, and then they should be also able to implement.