Erol Ustaahmetoglu | Recep Tayyip Erdogan University (original) (raw)

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Papers by Erol Ustaahmetoglu

As an intellectual property right, geographical indications (GI) are signs showing a exclusive qu... more As an intellectual property right, geographical indications (GI) are signs showing a exclusive quality, celebrity or other attributes specified with a territory, area, region or country of its origin. That means there is always a link between product and region. GIs are also names of regions used to brand goods and this label guarantees that the product has the unique characteristics. There are two types of GI labels, which are Protected Designations of Origin (PDOs) and Protected Geographical Indications (PGIs). Protected designations of origin label covers products which are produced, processed and prepared in a given geographical area. In Protected Geographical Indication label, at least one of the
stages of production, processing and preparation takes place in the region. These labels can be seen as tools to increase the quality of goods, protect biological resources and traditional knowledge and help the development of rural regions.
GI labels also help consumers distinguish premium quality and low quality products and guarantee that the product is not imitation. In this study, these advantages of GI labels are classified in three dimensions, which are economic support, culture-tradition and qualityauthenticity. The first dimension supports the rural economy and producers in the
production area. Producers can use this label to differentiate from their competitors and these products can be more expensive than other products. Additionally, this dimension provides employment for people living the region.
Secondly, culture and tradition dimension contributes to protect traditional production methods and culture of the region. People also have a chance to obtain information about the cultural identity of the region, not only about the product.
As a last dimension, quality and authenticity dimension provides consumers higher quality and authentic products.Because products with GI label provide higher quality, these concerns of consumers can be decreased and imitation and fraud can be prevented by this label. Taking into consideration the fact that there are lots of advantages of GI
labels, consumers, especially consumers who knows advantages of GI labels, can pay more for products with GI labels. There are limited numbers of researches in this study area in Turkey. Although there are almost 2500 local products, only 183 products have been labelled with geographical indications. That means the awareness of geographical indication is very low in Turkey. Therefore, this study aims to evaluate Turkish consumers’ perceptions towards products with geographical indication and their willingness to pay a premium price for these types of products. Considering the literature, a model including four hypotheses was developed. The data of the model proposed were collected by convenience sampling method with face to face questionnaire. Likert scale was used in
questionnaire (1- strongly disagree, 5- strongly agree). PLS (Partial Least Squares Method) was used to analyse the data. PLS (Partial Least Squares) structural equation modelling analyses the model and the relationship between structures.
PLS accomplishes extremely complex models and multicomponent structures, both directly and indirectly by analysing the paths. For this purpose, measurement
model and structural model were evaluated. Factor loadings, item reliability, Cronbach’s Alfa, Composite reliability, AVE (average variance extracted) and Fornell-Larcker criteria of the items and variables were used to check the reliability and validity in evaluating the measurement model. T test was applied to test the significances of the paths /relationships in the model. According to results of the study, three hypotheses were accepted and one hypothesis was rejected. ‘Culture and tradition' and 'quality and safety' dimensions affect the consumers' perceptions towards geographical indication.
This perception also affects the willingness to pay more for products with geographical indication. On the other hand, 'economic support' does not affect the consumers' perceptions with geographical indication by contrast with other
studies. It can be stemmed from the economic situation of sampling because it was found in the previous studies that a good educational background and socioeconomic
statue help increase the consumers’ geographical indication awareness. The results of this study provide valuable and important information. Since Turkey has an important potential in terms of traditional values and products, manufacturers can achieve a significant competitive advantage by differentiating
their products based on CI so that consumers can have an opportunity to consume better quality and healthy products.

Advertisers try to send their message to consumers who have different language background. To cre... more Advertisers try to send their message to consumers
who have different language background. To
create an effective advertisement, business
managers need to understand how to motivate
consumers who have different language
background. Main purpose of this research is to
measure the responses of the subjects, who have
different district background and gender, to the
advertisements prepared with standard and
accented language. It is studied that how the
variables such as perception of source
attractiveness, attitude toward speech style,
attitude toward advertising and purchase
intention, differ in advertisements with different
speech style. The data collected from 379 subjects
selected by convenience sampling method was
tested by ANOVA for repeated measures. The
response of subjects was analyzed according to
the different gender and regional background for
advertising. According to the findings, subjects
found the ads with accent more effective than the
ones with standard language. The effect of the
advertisement showed difference by region but
not by gender.

Food and beverage companies have been trying to understand and control the consumer response to t... more Food and beverage
companies have been trying to understand and control
the consumer response to their products. Moreover,
companies have been to gain a competitive advantage
by developing new flavors or modifying the taste of
their products. The aim of this study is to determine,
whether the participants discriminate their favorite
brand by using blind tests. This research was carried out
on 71 eligible participants with pro and last measure
experiment. The findings from the study did not match
the brand, which the participants who expressed that
they like, correctly in pro and last measure statistically.
In this study, it has been revealed that the assessment
with only a single sensory organ is not sufficient to
support taste perception in terms of both theory and
practice and that other sensory organs should also
support it.

Son yıllarda sağlanan ekonomik gelişme ile birlikte tüketicilerin organik gıdaya olan ilgilerinde... more Son yıllarda sağlanan ekonomik gelişme ile birlikte tüketicilerin organik gıdaya olan ilgilerinde artış meydana geldiği görülmektedir. Bu artışta yaşam süresinin uzaması ile birlikte yaşam kalitesinin yükseltilmek istenmesinin de önemi büyüktür. Konvansiyel tarım ile elde edilen gıdaların insan sağlığına ve çevreye verdiği zararlar nedeniyle tüketicilerin organik gıdaya yöneldiği değişik araştırmalarla ortaya konulmuştur. Çalışma kapsamında organik gıda satın alma niyetinde tutumun, sağlık bilincinin ve gıda güvenliğinin etkisi araştırılmış, ayrıca demografik özelliklerin bu değişkenlerle ilişkisi Ki-kare analizi ile incelenmiştir. Araştırma kolayda örnekleme yöntemiyle seçilen 155 kişi üzerinde uygulanmıştır.Çalışma sonucunda, satın alma niyetine, sırasıyla en fazla organik gıdaya olan tutum ve gıda güvenliğinin etki ettiği bulunmuştur. Sağlık bilincinin ise satın alma niyetine etki etmediği gözlenmiştir. Demografik özelliklerle ilgili olarak meslek ve organik ürünlere yönelik tutu...

The buying behavior of consumer is quite complex process to understand clearly. Being the key fac... more The buying behavior of consumer is quite complex process to understand clearly. Being the key factor of the marketing strategies, analyzing the buying behavior has a critical importance for businesses. In this concept, consumer decision-making style inventory(CSI) of Kendall and Splores(1986) has been an useful tool for both businesses and academics to understand consumer’s buying behavior. The market of female ready-made clothing is in a quite growing trend todays. So this big market has a great competition and businesses try to catch consumer and make them loyal for their brand. But businesses should know how female consumers make buying decision and what kinds of buying behavior female consumers have in general in ready-made clothing market. With this study, it was purposed to determine female decision-making styles in ready-made clothing products. To achieve this purpose, a survey was designed including the scale of CSI with 40-items was adapted for ready-made clothing. Then thi...

ÖZET: Bu çalışmanın temel amacı normal ve indirimli fiyatlandırılmış ürün broşürlerinin tüketicil... more ÖZET: Bu çalışmanın temel amacı normal ve indirimli fiyatlandırılmış ürün broşürlerinin tüketicilerin tasarruf algısına etkisini ortaya çıkarmaktır. Bu temel amacın yanı sıra ön ve son testte algılanan tasarruf değişkenine ait elde edilen bulguların cinsiyete, ilgilenim düzeyine ve fiyat duyarlılığına göre farklılaşıp farklılaşmadığını ortaya çıkarmaktır. Araştırma 95 geçerli denek ile yürütülmüştür. Araştırmanın ön test kısmında normal fiyatlı ürün broşürü, son test kısmında ise indirimli fiyat broşürü kullanılmıştır. Araştırmada deney yöntemi kullanılmış ve veriler tekrarlı ölçümlere göre ANOVA ile test edilmiştir. Elde edilen sonuçlara göre çerçeve etkisi, indirimli fiyatların yer aldığı fiyat broşüründe görülmemiştir. İndirimli fiyatların olduğu fiyat broşüründe denekler daha fazla tasarruf edebileceklerini algılamışlardır. Bunun yanı sıra farklı cinsiyet, ilgi düzeyi ve fiyat duyarlılığına sahip deneklere göre algılanan tasarruf, farklılık göstermemektedir. Algılanan tasarruf e...

Bu çalışmanın amacı, satış personelinin kişilik özelliği faktörleri (etkinlik, sosyallik, riske g... more Bu çalışmanın amacı, satış personelinin kişilik özelliği faktörleri (etkinlik, sosyallik, riske girme, atılganlık, kendini ifade, düşünce boyutu, sorumluluk) ile satış performansları arasında ilişki olup olmadığını belirlemektir.

Tutum Bileşenleri • Tutumların Özellikleri • Tutumların İşlevleri • Tutumlarla İlgili Kuramlar • ... more Tutum Bileşenleri • Tutumların Özellikleri • Tutumların İşlevleri • Tutumlarla İlgili Kuramlar • Tutum Oluşturma • Tutum Değişim Süreci ve İletişim • Tutumların Ölçümü HEDEFLER • Bu üniteyi çalıştıktan sonra; • Tutum kavramını tanımlayabilecek • Tutmların özelliklerini kavrayacak • Tutum kuramları ve tutum oluşturma süreci hakkında bilgi sahibi olacak • Tutumları ölçebileceksiniz.

The market of women apparel is in a quite growing trend todays. So this big market has a great co... more The market of women apparel is in a quite growing trend todays. So this big market has a great competition and businesses try to catch customer and get customer loyalty. But businesses should know how women make buying decision for fashion apparel products and what kinds of specific characteristics defines women in fashion apparel market. In this concept, consumer decision-making style inventory(CSI) of Kendall and Splores(1986) has been an useful tool for specific sub-markets in related markets or sectors. With this study, it was purposed to determine-making styles in apparel products and get a significant sub-segments for apparel market. A survey method was used and this survey included the scale of Consumer Style Inventory(CSI) with 40-items were adapted for apparel products. Then this survey was implemented to females that visiting a big shopping mall that called as Outlet Center which was thought as one of biggest shopping areas in Kocaeli,Turkey. From distributed 500 survey forms, 390 of them was collected as suitable for analyses. Results of analyses showed that females could be segmented through consumer decision-making styles as perfect-brand lovers, hedonist-fashion keepers, confused-impulsive buyers and price keepers in female apparel market.

Traditional research methods are inadequate to predict and explain consumer behavior accurately i... more Traditional research methods are inadequate to predict and explain consumer behavior accurately in
some cases. Marketing discipline tries to benefit from new technological developments in order to make up the
deficiency subjects’ competence and willingness to express how they feel when they face with stimulus in
traditional data collection method has an effect on the success of the method. In traditional methods, subjects
often cannot remember or know the correct answer, or even if they know the answer they will give answers that
satisfy the researcher. The inadequacy in traditional techniques has driven the researchers to evaluate the
consumer response more accurately. It is observed that in recent years neuromarketing techniques began to be
used extensively to measure consumer responses accurate in marketing field. Although neuromarketing is
commonly used in marketing field, there are some questions about the efficiency of the method. This study
emphasizes the efficiency on the general evaluation of neuromarketing techniques and criticism of it. The aim of
this study is to indicate the historical development of application of neuro science on marketing and consumer
behavior, and to establish the future of neuro science, its opportunities and threats.