Factors affecting consumer behavior in Izmir when purchasing local and non-local products labeled with Geographical Indications (GIs)
2011
Albayram, Z.
Geographically Indicated (GI) products are those having specific geographical origin, holding qualities and special characteristics that are attributed to these products by the location of where they are produced. As we depict local and non-local GI-labeled products, this defines the products? location of production. The aim of this study is mainly to determine the consumer behavior in food shopping linked to attitude differences towards product quality which is provided by GIs considering local and non-local products. While the study is based on GIs, finding out what role GIs play in the market and whether it is the determinant factor or not for consumer decision while shopping is the objective of this thesis In this thesis, GI products are identified for two different products in the same market with the same potential of consumers for both of the products. To make a comparison of consumer attitude regarding buying these two products, one is chosen as a local product (South Aegean Olive Oil) and another one is chosen as a non-local product (Ayvalik Olive Oil). This thesis addresses 271 consumers by questionnaire. One sample T-Test is used to find out the Willingness To Pay (WTP) of consumers for different cases and the frequency of buying the mentioned products is measured. Factor analysis was run to show the main factors in accordance with consumers? behaviour. Afterwards, these factors are analyzed by using Binary Logistic Regression to discover the factors influencing consumer characteristics or other factors affecting each other.
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