CONSUMERS RESPONSE TO INTRINSIC AND EXTRINSIC CUES OF OLIVE OIL: A QUANTITATIVE RESEARCH

Yıl 2015, Cilt: 3 Sayı: 1, 61 - 84, 06.01.2016

İsmail Tamer Toklu , Arzu Tuygun Toklu

Öz

Olive oil becomes agenda more with the development of health-consciousness in consumers in recent years. Olive oil as juice of olive fruit is healthy and complex with inherent specific attributes, and much more expensive than its competitors. Olive oil adds value to consumers with its intrinsic cues such as taste, smell, color and extrinsic cues such as brand, type, region of origin, packaging. This study investigates the effect of twelve different intrinsic and extrinsic cues associated with the olive oil on attitude toward product, product image and consumers’ willingness to pay premium. The data of the research model were collected by a questionnaire from olive oil consumers selected by convenience sampling method with face to face interview, and analyzed with Smart Partial Least Squares (PLS) structural equation modeling. The findings of the research demonstrate that the effects of intrinsic and extrinsic cues are significant on attitude, image and consumers’ willingness to pay premium. This study contributes both academic literature and practitioners by determining the consumer response to the cues of olive oil.

Anahtar Kelimeler

Olive Oil, Attitude, Image, Willingness To Pay Premium, PLS

ZEYTİNYAĞININ İÇSEL VE DIŞSAL İŞARETLERİNE TÜKETİCİLERİN TEPKİSİ: NİCEL BİR ARAŞTIRMA

Öz

Tüketicilerde sağlık bilincinin gelişmesiyle birlikte zeytinyağı son yıllarda daha fazla gündeme gelmektedir. Zeytin meyvesinin suyu olan zeytinyağı sağlıklı olmakla birlikte kendine özgü özelliklere sahip, kompleks ve rakiplerine göre çok daha pahalı bir yağdır. Zeytinyağı tat, koku, renk gibi içsel ve marka, tip, menşei bölge, ambalaj gibi dışsal işaretlerle tüketicilerde değer oluşturmaktadır. Bu çalışma zeytinyağı ile ilişkili tanımlanan on iki farklı işaretin ürüne yönelik tutuma, ürün imajına ve tüketicilerin daha fazla ödeme isteğine etkisini araştırmaktadır. Araştırma modelinin verileri kolayda örnekleme yöntemiyle seçilen zeytinyağı tüketicileriyle yapılan yüz yüze anketle elde edilmiş ve Smart En Küçük Kısmi Kareler (PLS) yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırmanın bulguları içsel ve dışsal işaretlerin tutum, imaj ve daha fazla ödeme isteğinde etkili olduğunu göstermektedir. Çalışma zeytinyağı işaretlerine tüketicilerin tepkisini belirleyerek hem akademik literatüre hem de uygulayıcılara katkı sunmaktadır.

Anahtar Kelimeler

Zeytinyağı, Tutum, İmaj, Daha Fazla Ödeme İsteği, PLS

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