Akademik Veri Yönetim Sistemi
UMTEB-VI. Uluslararası Mesleki ve Teknik Bilimler Kongresi, 11 - 12 Nisan 2019
In recent years,
the consumption of food products with protected designation of origin (PDO), protected geographical
indications (PGI) and traditional
specialty guaranteed (TSG) has played
a catalyzer role on rural and reginal development by both its positive impacts
on human healthy and the natural sources and the added values provided to farms
at the production and supply chain. The main object of the study is to design the
apple profiles according to the factors and their levels effecting on total
utility maximized by Amasya, Isparta, Iğdır and Erzincan apples under PDO or PGI, and then to determine their
market shares for the homogenous consumer masses. For these aims, the main
material of the study was the primary
data obtained from a face-to-face survey conducted with 600 households
consuming apple and residing in the TRA1 region (Erzurum, Erzincan, Bayburt).
Conjoint Analysis was used to design the apple profiles maximizing the
consumers’ total utilities, and to determine the market share of each profile. Additionally,
Cluster Analysis was applied to segment each apple profile and their market
shares according to their income levels. The results of the study highlighted
that low-income consumers attributed a great importance to the apple price
(41%) and size (32%), but high-income ones to the region of origin (63%) and
colour and size (12%) factors. On the other hand, the highest market shares for
low-income group were provided from the apples with Amasya (44%) and Erzincan
(18%) origin, but these with Kağızman and Iğdır origin had the lowest market
shares. The highest market shares for high-income group, furthermore, were
provided from the apples with Amasya (44% and 20%) origin, but these with
Erzincan origin had the lowest market shares. As a result, the apple with
Amasya origin in terms of both the consumer satisfaction and the market share
has a great competitive power at supply chain and a greater advantage in
consumer choices compared to the others with the region of origins.