DETERMINING THE MARKET SHARES OF THEAPPLES WİTH THE REGION OF ORIGIN MAXIMIZINGTOTAL UTILITY: CASE OF TRA1 REGION


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Topcu Y., Aşkan E., Dağdemir V.

UMTEB-VI. Uluslararası Mesleki ve Teknik Bilimler Kongresi, 11 - 12 Nisan 2019

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Atatürk Üniversitesi Adresli: Evet

Özet

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.