DETERMINING THE BEST PRODUCT QUALITY SET FOR PACKED YOGURT IN TURKEY

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Topcu Y., Isık H. B.

ITALIAN JOURNAL OF FOOD SCIENCE, cilt.20, ss.401-410, 2008 (SCI-Expanded) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 20
  • Basım Tarihi: 2008
  • Dergi Adı: ITALIAN JOURNAL OF FOOD SCIENCE
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Sayfa Sayıları: ss.401-410
  • Anahtar Kelimeler: brand, conjoint analysis, consumer, purchase intention, yogurt, MARKET-SEGMENTATION, CONJOINT, CONSUMERS
  • Atatürk Üniversitesi Adresli: Evet

Özet

The factors affecting consumer demand for packed yogurt were explored, and the best product quality set was determined. A conjoint analysis in the SPSS statistical program was done with the data from 385 household surveys. The three most important factors affecting packed yogurt demand were brand, price and product content. On the other hand, the best product quality set was the Cizmelioglu private label, nofat yogurt, sold in the supermarket at (sic)0.97/kg with promotion. Results indicate that consumers prefer a private label of low priced no-fat yogurts.