Akademik Veri Yönetim Sistemi
UMTEB-VI. Uluslararası Mesleki ve Teknik Bilimler Kongresi, Iğdır, Türkiye, 11 - 12 Nisan 2019, ss.290-301
There is a much strong relationship between
consumption satisfaction and willingness to pay of food products maximizing
consumers’ total utilities and providing a positive impact on their healthy
motivations. The study was planned to design, therefore, the apple profiles
according to the factors and their levels effecting on total utility maximized
by Amasya, Kağızman, Iğdır and Erzincan apples under PDO or PGI, and then to determine willingness to pay for the
homogenous consumer masses. The main material of the study was the primary
data obtained from a face-to-face survey conducted with 600 households
consuming apple and residing in the TRA1 region (Erzurum, Erzincan, Bayburt).
Conjoint Analysis was used to design the apple profiles maximizing the
consumers’ total utilities, and then to measure the consumers’ willingness to
pay. In addition, Cluster Analysis was applied to segment each apple profile
and their willingness to pay according to their income levels. The results of
the study indicated that low-income consumers attributed a great importance to
the apple price (41%) and size (32%), but high-income ones to the region of
origin (63%) and colour (12%) factors. On the other hand, 3 TL (low-priced)
willingness to pay per kilogram of the apple with Amasya, Kagizman, Igdir and
Erzincan origins of for low and high-income consumers were analysed as 26% and
35%; 19% and 3%; 14% and 0.3%; 10% and 0%, respectively. Similarly, it was
determined that target consumers’ willingness to pay from the medium price (4.5
TL) were 5.5% and 22%; 4% and 2%; 3% and 0.2%; 2.2% and 0%, but that from the
high price (6 TL) were 0.9% and 13%; 0.6% and 1.2%; 0.5% and 0.1%; 0.4% and 0%,
respectively. Whereas the region of origins maximizing low-income consumers’
total utilities from the low-priced willingness to pay were Amasya, Kagizman,
Igdir and Erzincan, respectively, therefore; the high-income group’ total
utility was maximized only by Amasya origin. The highest satisfactions from
target masses’ medium and high-priced willingness to pay were also achieved
from the apple with Amasya origin.