Marketing Strategies Based on Consumer Preferences of Karnavas Mullberry Molasses with Protected Designation of Origin (PDO)

Abstract

The aim of the study is to determine the integrated marketing tactic and strategies based on the main factors affecting the preferences and purchase patterns related to Karnavas Mullberry Molasses with PDO of the consumers dwelling in Erzurum. The main material of the study was provided by the primary data obtained from a survey conducted on 401 households residing in Erzurum during 2015, and consuming Karnavas Mullberry Molasses. Principal Component Analysis (PCA) and Two-step Cluster Analysis were used to determine the main factors impacting on their purchase decisions, and then to segment homogenous clusters according to their purchase frequencies by taking into consideration the data, respectively. The results of the study indicated that the heavy and medium users who consume Karnavas Mullberry Molasses pointed out the necessity of the augmented and actual product image positioning at retail level under local individual brands considering the attributes of the holistic quality with PDO label and those of the sensory quality obtained from traditional production methods to contribute to rural development under the direct marketing approaches, respectively. On the other hand, the light users also focused on the increase of market penetration effect via promotion mix and the product positioning under the local branded actual product image implementing traditional production method and hedonic quality approaches. It could be applied the positioning and promotion strategies according to the consumers‘ utility expectation and the product images, therefore, by considering their requirements and desires in each segment.