Retro Marketıng in Local Products: An Applıed Research on Bayburt Ehram

Abstract

Ehram is one of the most important local products of Bayburt province. The use of ehram has gradually decreased. Efforts should be made to sustain the ehram which is in the position of cultural value and to expand its use. Social, economic and cultural changes in recent years have increased the interest in natural products and have led to a shift in demand for local products.

This study was carried out with the aim of reviving and producing different products with retro marketing application. In the theoretical framework of this study, theoretical knowledge about ehram, a new approach, retro marketing and consumer buying behaviors are given. Within the scope of the study, the attitudes of the consumers to the products to be produced from ehram were revealed by the survey conducted, and on the other hand, the focus group work carried out with experts in the field aimed to identify the situations in the market. As a result of the study, it has been concluded that new products produced from “ehram” are appreciated, their costs will decrease when they are produced in workshops, and they will be in demand especially when they are promoted by emphasizing their naturalness.