Akademik Veri Yönetim Sistemi
International Congress on Agriculture and Forestry Research, Muğla, Türkiye, 8 - 10 Nisan 2019, ss.561-571
Consumption of food products with Protected Designation of Origin, Protected Geographical Indications and Traditional Specialty Guaranteed 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’ garlic consumption preference
profiles and to determine their market shares based on the factors and their
levels impacting on the consumption satisfaction of Taşköprü, Balıkesir,
Babaeski garlics with the region of origin, and China one. For these aims, the
primary data obtained from 600 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 the garlics with the region of origin, and to determine
their market shares. The results of the study indicated that while the region
of origin (34% and 27%), taste and odor (25% and 23%) factors attributed a
great importance for heavy and medium users, the region of origin (23%) and
price (20%) had a big effect for light users. While total utilities of the
heavy and medium users, moreover, were maximized by the garlic profiles with
Taşköprü origin, the profiles with Balıkesir origin were preferred more than
others for light users. On the other hand, whereas the heavy, medium and light
users were provided maximum utility by profile 15, 1 and 8 numbers, their
market shares were also analyzed as 32.4%, 83.4% and 48.8%, 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.