Akademik Veri Yönetim Sistemi
ICAFOP 2019, Trabzon, Türkiye, 16 - 18 Nisan 2019, ss.1298-1310
Consumption of food products with Protected Designation of Origin, Protected Geographical Indications and Traditional Specialty Guaranteed has
provided a great importance due to contributing to both human healthy and the
farms performing at the production and supply chain in recent years.
Willingness to pay for the foods with these attributes considered as the most
important quality and credence element looking for food products consumption
has increased considerably in the world. In light of these developments, the
main aim of the study is to determine the consumers’ drinking milk consumption
satisfaction and willingness to pay based on the factors and their levels
impacting on the consumption preferences of drinking milk with Northeastern Anatolia, Eastern Black Sea and
Marmara/Aegean Region origins. For these aims, the primary data obtained
from 765 households in TRA1 region (Erzurum, Erzincan and Bayburt) were the
main material of this study. Conjoint
analysis was used to determine the product profiles related to the relative
importance of the factors and the part utilities of their levels maximizing the
consumers’ total utilities on their consumption preferences towards drinking
milk with the region of origin, and their willingness to pay for them. The
results of the study highlighted that while the region of origin (25% and 23%)
and production technique (20% and 22%) factors attributed a great importance
for heavy and medium users, production technique (23%) and the region of origin
(23%) had a big effect for light users. On the other hand, the highest
willingness to pay (WTP) for drinking
milk with Eastern Black Sea origin from
3 TL/liter (low price) for the heavy, medium and light users were 33%, 27% and
28%, but that from 9 TL/liter (high price) by increasing %200 for those were
analyzed as 9%, 8% and 11%, respectively. Positioning Eastern Black Sea origin drinking milk with low and high-price for
all segments at retail level could provide a very important contribution on the
consumption satisfaction of target consumer masses.