Akademik Veri Yönetim Sistemi
MAS 5. Uluslararası Matematik-Mühendislik-Fen ve Sağlık Bilimleri Kongresi, Erzurum, Türkiye, 2 - 05 Mayıs 2019, ss.849-859
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 765 households in TRA1 region (Erzurum, Erzincan and
Bayburt) in 2018 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 production
technique (24%, 23% and 21%), brand type (22%, 22% and 19%) and the region of
origin (18%, 21% and 19%) factors attributed a great importance for heavy,
medium and light users. Total utilities of all the groups, moreover, were
maximized by drinking milk profiles with Northeastern
Anatolia origin. On the other hand, while they provided maximum utility
trough profile 21, its market shares for the heavy, medium and light users were
also analyzed as 33%, 34% and 27%, 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.