Akademik Veri Yönetim Sistemi
International Congress on Agriculture and Forestry Research, Muğla, Türkiye, 8 - 10 Nisan 2019, ss.572-583
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.
Willingness to pay 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 determine the consumers’ garlic consumption
satisfaction and willingness to pay based on the factors and their levels
impacting on the consumption preferences 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 determine 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 their willingness
to pay for them. The results of the study highlighted 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. On the other hand, the heavy and medium
users’ willingness to pay (WTP) for
Taşköprü garlic from 15 and 30 TL/kg (low and high price) were 34% and 15%, and
42% and 7%, respectively, but light users’ WTP
for Balıkesir one were analyzed as 10% and 38%. Positioning of Taşköprü garlic
with low-price for the heavy and medium users, but that of Balıkesir one with
high-price for the light users at retailer levels could increase consumption
satisfaction by maximizing total utility of target consumer masses.