Turkish Consumers’ Purchase Motivation towards Erzurum Stuffed-Kadayif with Protected Geographical Indication (PGI) at the Dessert Retailers

Abstract

It was planned to determine the main factors affecting Erzurum Stuffed-kadayif purchase motivation of Turkish consumers in the study. The main material of the research was obtained from 385 households residing in Erzurum, Türkiye. Exploratory Factor Analysis and Two-step Cluster Analysis were used to explore Turkish consumers’ Erzurum Stuffed-kadayif purchase motivation at the dessert retailers. The results of the research highlighted that consumers consuming this product at the local restaurants were satisfied highly with the food images under cultural integration. On the other hand, those consuming this dessert at the local patisseries also attituded a big importance to the entrocentrism approach based on cultural integration. Similarly, consumers purchasing Erzurum Stuffed-kadayif as a ready-made local dessert from local manufacturer vendors tried to contribute considerably to sustainable food supply and consumption with an entrocentrism approach under cultural integration. It should be improved appropriate positioning and segmentation strategies according to the purchase motivation of each consumer segment, and then they should be implemented by policy makers.