Akademik Veri Yönetim Sistemi
II. International Iğdir Symposium, Iğdır, Türkiye, 9 - 11 Ekim 2017
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.