Scientific Research and Essays

  • Abbreviation: Sci. Res. Essays
  • Language: English
  • ISSN: 1992-2248
  • DOI: 10.5897/SRE
  • Start Year: 2006
  • Published Articles: 2754

Full Length Research Paper

Designing the marketing strategies for ispir sugar bean as a local product using conjoint analysis

  Yavuz Topcu*, Ahmet Semih Uzundumlu and Fahri Yavuz        
Department of Agricultural Economics, College of Agriculture, Ataturk University, 25240-Erzurum, Turkey.
Email: [email protected]

  •  Accepted: 06 April 2010
  •  Published: 31 May 2010



Local products have played an important role in rural development models by making it possible to make effective use of natural resources, and stimulating rural development potential. There is a close relationship between production and marketing departments of commercial farms to introduce local products to target consumer masses impressively. The aim of this study is to explore individual consumers’ purchase attitude and behaviours towards Ispir sugar bean and to design integrated marketing strategies based on the marketing mix or intrinsic and extrinsic attributes of Ispir sugar bean as a local product using conjoint analysis in SPSS statistic program. The data of this research were obtained from a survey conducted with 250 households in Erzurum, Turkey. The results of this study show that the most important factors affecting respondents' purchase attitude and behaviour for Ispir sugar bean were price, brand type, production type, origin mark and caliber size with 26.73, 14.79, 13.48, 12.34 and 12.32% relative importance, respectively. Therefore, marketers could design and apply the integrated marketing strategies such as price, manufacturer brand strategy with Ispir origin mark and organic production, product category management and retailing strategies for Ispir sugar bean. These strategies could stimulate rural development potential and could increase annual income levels of Ispir sugar bean producers in Ispir district of Erzurum province.    


Key words: Ispir sugar bean, conjoint analysis, integrated marketing strategy, orthogonal design.