Bayburt ilindeki coğrafi işaret almış yöresel ürünlerin bilinirlik düzeyi ve tüketici tutumlarına etkisi
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bayburt Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Küreselleşme ile birlikte dünya ticaretinde aşırı kar elde etme düşüncesi, içeriği oynanmış ürünlerin pazar paylarını artırmıştır. Yaşanılan bu gelişmeler tüketicilerin ihtiyaçlarını karşılayabilecek ve pazarda taklit edilmiş kullanımlara karşı koruyucu nitelikte ortaya konan stratejiler coğrafi işaret düzenlemelerini ortaya çıkarmıştır. Bu çalışma Bayburt ilinde yaşayan tüketicilerin Bayburt iline ait coğrafi işaretli yöresel ürünlerle ilgili bilgi seviyelerinin, tutum ve davranışlarının istatistiksel sınamalar yapılarak ortaya konması amacıyla yapılmıştır. Çalışmanın popülasyonu Bayburt' ta ikamet etmekte olan tüketiciler arasından kolay örnekleme yöntemi ile seçilmiştir. Nicel araştırma modeli benimsenerek yürütülen bu çalışmada veri toplama aracı olarak anket kullanılmıştır. Araştırmanın örneklemini 423 tüketici oluşturmaktadır. Araştırmayla ilgili verilerin elde edilmesine 2021 yılı Nisan ayında başlanıp Haziran ayında sonlandırılmıştır. Ankette tüketici tutum ölçeği ve marka bilinirliği ölçeğinden yararlanılmıştır. Elde edilen veriler, SPSS-25 istatistik programı kullanılarak analiz edilmiştir. Bayburt ilinde coğrafi işaret almış bulunan toplam 12 yöresel ürün olduğu ve bu ürünlerin ayırt edici özelliklerinden bahsedilerek bu ürünlerin tanıtımı yapılmıştır. Tüketicilerin coğrafi işaretli ürün konusunda yeterli bilgiye sahip olmadıkları ve Bayburt'a ait coğrafi işaret almış ürünlerin tanıtımı noktasında eksiklikler olduğu tespit edilmiştir. Bayburt balı haricinde diğer coğrafi işaretli ürünlerde markalaşmaya gidilmemesi nedeniyle coğrafi işaretli ürünlerin bilinirlik düzeyinin tüketiciler nezdinde düşük olduğu görülmüştür. Tüketicilerin coğrafi işaretli ürünlere daha fazla ödeme yapmayı göze almalarına rağmen coğrafi işaretli ürünlere erişimde zorluklar yaşadıkları tespit edilmiştir. Bu sonuçlar kapsamında tüketicilerin coğrafi işaretli ürün algısı ve bilinirliği ile coğrafi işaretli ürün satın alma davranışı arasında pozitif ve istatistiksel olarak anlamlı bir ilişki olduğu ortaya konmuştur. Araştırma bulgularında markanın dikkat çekiciliği faktörünün coğrafi işaret algısı faktörü üzerinde en yüksek etkiye, coğrafi işaret hassasiyeti faktörü üzerinde ise en az etkiye sahip olduğu; markanın görünürlüğü faktörünün ise coğrafi işaret erişilebilirliği faktörü üzerinde en yüksek, coğrafi işaret hassasiyeti faktörü üzerinde ise en düşük etkiye sahip olduğu görülmüştür.
With the globalization, the idea of making excessive profit in world trade has increased the market shares of the products whose content has been manipulated. These developments have revealed geographical indication regulations, which are strategies that can meet the needs of consumers and protect against imitated uses in the market. This study was carried out in order to reveal the knowledge levels, attitudes and behaviors of consumers living in Bayburt about regional products with geographical indications of Bayburt by making statistical tests. The population of the study was selected from among consumers residing in Bayburt by easy sampling method. In this study, which was carried out by adopting a quantitative research model, a questionnaire was used as a data collection tool. The sample of the research consists of 423 consumers. The collection of data related to the research started in April 2021 and ended in June. Consumer attitude scale and brand awareness scale were used in the survey. The obtained data were analyzed using the SPSS-25 statistical program. In the province of Bayburt, a total of 12 regional products with geographical indications and their distinctive features were mentioned and these products were introduced. It has been determined that the consumers do not have enough information about the geographically indicated product and there are deficiencies in the promotion of the products that have received the geographical indication belonging to Bayburt. It has been observed that the level of awareness of geographically indicated products is low in the eyes of consumers, since there is no branding in other geographically indicated products except Bayburt honey. Although consumers are willing to pay more for products with geographical indications, it has been determined that they have difficulties in accessing products with geographical indications. Within the scope of these results, it has been revealed that there is a positive and statistically significant relationship between consumers' perception and awareness of geographically indicated products and their purchasing behavior of geographically indicated products. In the research findings, it was found that the brand's attractiveness factor had the highest effect on the geographical indication perception factor and the least effect on the geographical indication sensitivity factor; It was seen that the brand visibility factor had the highest effect on the geographical indication accessibility factor and the lowest effect on the geographical indication sensitivity factor.
With the globalization, the idea of making excessive profit in world trade has increased the market shares of the products whose content has been manipulated. These developments have revealed geographical indication regulations, which are strategies that can meet the needs of consumers and protect against imitated uses in the market. This study was carried out in order to reveal the knowledge levels, attitudes and behaviors of consumers living in Bayburt about regional products with geographical indications of Bayburt by making statistical tests. The population of the study was selected from among consumers residing in Bayburt by easy sampling method. In this study, which was carried out by adopting a quantitative research model, a questionnaire was used as a data collection tool. The sample of the research consists of 423 consumers. The collection of data related to the research started in April 2021 and ended in June. Consumer attitude scale and brand awareness scale were used in the survey. The obtained data were analyzed using the SPSS-25 statistical program. In the province of Bayburt, a total of 12 regional products with geographical indications and their distinctive features were mentioned and these products were introduced. It has been determined that the consumers do not have enough information about the geographically indicated product and there are deficiencies in the promotion of the products that have received the geographical indication belonging to Bayburt. It has been observed that the level of awareness of geographically indicated products is low in the eyes of consumers, since there is no branding in other geographically indicated products except Bayburt honey. Although consumers are willing to pay more for products with geographical indications, it has been determined that they have difficulties in accessing products with geographical indications. Within the scope of these results, it has been revealed that there is a positive and statistically significant relationship between consumers' perception and awareness of geographically indicated products and their purchasing behavior of geographically indicated products. In the research findings, it was found that the brand's attractiveness factor had the highest effect on the geographical indication perception factor and the least effect on the geographical indication sensitivity factor; It was seen that the brand visibility factor had the highest effect on the geographical indication accessibility factor and the lowest effect on the geographical indication sensitivity factor.
Açıklama
Lisansüstü Eğitim Enstitüsü, Organik Tarım İşletmeciliği Ana Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
