Creative Commons License

Topcu Y. , Sarı M. M.

IKSAD 4. INTERNATIONAL CONGRES OF SOCIAL SCIENCES, Erzurum, Türkiye, 5 - 08 September 2019, ss.388-398

  • Basıldığı Şehir: Erzurum
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayısı: 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.