Determining Turkish consumers' consumption satisfaction with Erzurum Civil cheese


Creative Commons License

Uzundumlu A. S., Topcu Y.

BRITISH FOOD JOURNAL, cilt.118, ss.896-914, 2016 (SCI-Expanded) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 118
  • Basım Tarihi: 2016
  • Doi Numarası: 10.1108/bfj-03-2015-0113
  • Dergi Adı: BRITISH FOOD JOURNAL
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Sayfa Sayıları: ss.896-914
  • Anahtar Kelimeler: Relative importance, Conjoint analysis, Erzurum Civil cheese, Fractional factorial design, Turkish consumer satisfaction, WILLINGNESS-TO-PAY, COUNTRY-OF-ORIGIN, QUALITY LABELS, CONJOINT, PREFERENCES, ATTRIBUTES, BEEF
  • Atatürk Üniversitesi Adresli: Evet

Özet

Purpose

The purpose of this paper is to determine redesigned product profiles to maximize Erzurum Civil cheese consumption satisfaction of Turkish consumers under an ordinal utility approach.

Design/methodology/approach

Data were obtained from a survey conducted in Erzurum in 2014. A conjoint analysis was used to determine the utilities of each level along with the relative importance of Erzurum Civil cheese attributes for measuring the consumption satisfaction as an indicator of the purchase decision and priorities of Turkish consumers.

Findings

The results of the study clearly highlighted that Erzurum Civil cheese consumption satisfaction was maximized with the augmented and actual product images redesigned by a private-labelled and local-branded simple product with the highest and medium prices based on organic production techniques for heavy and light consumers, respectively. However, medium consumers appreciated the core benefit obtained from the credence quality attributes supported by the generic branded simple cheese with the lowest price purchased directly from the farmstead villages. Eventually, these marketing tactics and strategies could increase demand, maximizing the cheese consumption and satisfaction of Turkish consumers in each cluster. They could also provide greater consumption satisfaction to Turkish consumers as well as bigger marginal contributions to the market dynamics of the food supply chain.

Originality/value

This study was the first research conducted on Erzurum Civil cheese consumption satisfaction of Turkish consumers using innovative approaches and brand designations, such as Protected Designation of Origin, Protected Geographical Indication, and Traditional Specialty Guaranteed in Turkey using the conjoint and k-mean cluster analyses techniques.