Akademik Veri Yönetim Sistemi
Türkiye XII. Tarım Ekonomisi Kongresi, Isparta, Türkiye, 25 - 27 Mayıs 2016, ss.475-484
The aim of the study is to determine consumers’
willingness to pay based on the factors and their levels effecting on their
consumption preferences of the apples with Amasya, Isparta, Bayramiç and
foreign origin applied for Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI). For these aims, conjoint analyse was used to determine
relative importance of the factors and part-utilities of their levels affecting
the consumers’ apple consumption preferences, and then to measure willingness
to pay (WTP) based on their apple
purchase decisions with geographical indication by considering primary data
obtained from a face-to-face survey conducted with 600 households consuming
apple in TRA1 region (Erzurum, Erzincan, Bayburt). Moreover, k-means cluster
analyse was also used to segment the consumers as low-and high-income consumers
according to their income levels. The result of the study highlighted that
low-income consumers maximized the relative importance provided from apple
price, size, package type and origin of region on their consumption
preferences, and then the part-utilities obtained from red big size apples with
low price under retailer package. On the other hand, it was also reported that
high-income consumers maximized the relative importance with the origin of
region, apple colour, size, and price, and then the part-utilities with red
middle size apples under Amasya origin. In addition, it was identified that
whereas the rates of willingness to pay for the apples with geographical
indications of low-and high-income segments were 57.3% and 52.4% in favour of
foreign origin at lower price levels (2 and 3 TL/kg), those were 43.5% and
48.8% in favour of local origin (especially Amasya origin) at high price levels
(4 and 5 TL/kg), respectively. The consumers with higher willingness to pay used
their consumption preferences in favour of Amasya and Isparta apples with the local
regions of origin/geographical indications.