Akademik Veri Yönetim Sistemi
IKSAD 4. INTERNATIONAL CONGRES OF SOCIAL SCIENCES, Erzurum, Türkiye, 5 - 08 Eylül 2019, ss.388-398
Consumption of food products with the region of
origin 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. Market penetration rate 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 design the consumers’ drinking
milk consumption preference profiles and to determine their market shares based
on the factors and their levels impacting on the consumption satisfaction of
drinking milk with Northeastern Anatolia,
Eastern Black Sea and Marmara/Aegean Region origins. For these aims, the
primary data obtained from 200 households in Agri Province were the main
material of this study. Conjoint analysis
was used to design 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 to determine their market shares. The results of the
study indicated that while production technique (25%), price (21.1%) and
product content (21%) factors attributed a great importance for heavy users,
brand (24%), the region of origin (21.4%) and product content (18%) provided a
big relative importance for medium users. Similarly, brand (25%), product
content (23%) and product technique (18%) factors were found important for
light users. On the other hand, whereas the highest market shares of organic
pasteurized milk with Eastern Black Sea
origin maximizing heavy users’ total utilities was 13.4%; these of organic
pasteurized and raw milk with Northeastern
Anatolia origin maximizing medium and light users’ total utilities were
15.9% and 16.4%, respectively. As result, positioning of these profiles
providing maximum utility to target consumer masses, and being of the highest
market shares at retailer levels could provide an increasing impact on both
target consumers’ consumption satisfaction and the farms’ total revenue.