Factors affecting molaxes consumption: Bingöl Sivan multille molasses example

The aim of this study is to reveal the consumption behaviors and preferences of Bingöl Sivan Mulberry Molasses consumers who have a geographical indication certificate. In addition, our aim is to benefit from the positive effects of Sivan Mulberry Molasses on health and nutrition, to introduce a new product to the food industry and to highlight its positive effects on local development. In this context, consumers were interviewed face to face in the central neighborhoods of Bingöl province and a total of 385 surveys were conducted. The number of surveys conducted was distributed according to the ratio of neighborhood populations to the total population. Cluster analysis, one of the multivariate statistical analysis applications, was used in the analyses. Accordingly, as a result of the analysis, it was determined that 35.3% of the consumers were in the middle income group, 6.0% were in the high income group and 58.7% were in the low income group. The average income of consumers in the middle income group was calculated as 17,892 TL, and the income of consumers in the high income group was calculated as 28,400 TL. Income per household in the low-income group was 11,997 TL. Similarities and differences in Sivan mulberry molasses purchasing and consumption preferences of all three groups were identified and explained. Within the scope of the research, 24 variables were reduced to 6 variables by applying factor analysis, which is one of the multivariate statistical analysis applications, in order to determine the factors that consumers consider when purchasing Sivan mulberry molasses. • First factor: Consumers who believe that molasses is beneficial to health • Second factor: Consumer who Cares About Local Products • Third factor: Consumer who cares about the environment in purchasing • Fourth factor: Consumers who Care About the Originality of Local Molasses • Fifth factor: Consumer Who Gives Importance to Packaging • Sixth factor: Consumer Who Cares About Quality and Price It was seen that the sum of these 6 factors explained 60.68% of the total variance and that the variables used in the analysis were suitable for factor analysis with a KMO test value of 0.772.