Consumers’ willingness to pay and market share for drinking milk profiles in Iğdir Province


Topcu Y.

II. International Iğdir Symposium, Iğdır, Türkiye, 9 - 11 Ekim 2017

  • Yayın Türü: Bildiri / Özet Bildiri
  • Basıldığı Şehir: Iğdır
  • Basıldığı Ülke: Türkiye
  • Atatürk Üniversitesi Adresli: Evet

Özet

The aim of the study was to determine the factors effecting on the consumers’ drinking milk purchase decisions at the retailer level, and then to calculate the market shares and the consumers’ willingness to pay for drinking milk profiles on their purchase patterns. Data collected from the study were obtained from household surveys with 160 the consumers consuming drinking milk in Igdir province. The data were used for Conjoint Analysis to determine willingness to pay (WTP) and market shares (MS) related to drinking milk purchase decisions. The result of the study highlighted that the marketing shares of the first three drinking milk profiles maximizing the consumers’ total utilities were calculated as %34, %12 and %10 (card number 7, 6 and 1), respectively. On the other hand, the consumers’ willingness to pay under the origins and price levels of drinking milk were analyzed as %26 for Aegean/Marmara Region, %16 for Northeast Anatolia Region and %12 for Eastern Black Sea Region at the lowest price levels. By having designed drinking milk profiles maximizing the consumers’ total utilities, the marketing share and penetration rates of the products could increase, and the product profiles responded to the consumers’ willingness to pay could also satisfy considerably on their purchase decisions.