DETERMINING THE BEST PRODUCT QUALITY SET FOR PACKED YOGURT IN TURKEY

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Topcu Y., Isık H. B.

ITALIAN JOURNAL OF FOOD SCIENCE, vol.20, pp.401-410, 2008 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 20
  • Publication Date: 2008
  • Journal Name: ITALIAN JOURNAL OF FOOD SCIENCE
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.401-410
  • Keywords: brand, conjoint analysis, consumer, purchase intention, yogurt, MARKET-SEGMENTATION, CONJOINT, CONSUMERS
  • Ataturk University Affiliated: Yes

Abstract

The factors affecting consumer demand for packed yogurt were explored, and the best product quality set was determined. A conjoint analysis in the SPSS statistical program was done with the data from 385 household surveys. The three most important factors affecting packed yogurt demand were brand, price and product content. On the other hand, the best product quality set was the Cizmelioglu private label, nofat yogurt, sold in the supermarket at (sic)0.97/kg with promotion. Results indicate that consumers prefer a private label of low priced no-fat yogurts.