Akademik Veri Yönetim Sistemi
Anadolu Tarım Bilimleri Dergisi, cilt.34, ss.268-278, 2019 (Hakemli Dergi)
The aim of the study was to determine the factors effecting on consumers’ consumption satisfaction towards drinking milk with the region of origin at the retailer level, and then to determine the product profiles maximizing their total utilities. Research data were collected randomly from 160 households consuming drinking milk in Igdir province. The data were used for Conjoint Analysis to determine the relative importance of the factors and the partial utilities of their levels related to drinking milk consumption satisfaction of the consumers, and to design the product profiles maximizing and minimizing total utility of the consumers segmented by their consumption frequencies. The result of the study highlighted that the production technique (%30), the price (%16), the brand (%15.3) and the region of origin (%15) factors on the consumers’ consumption satisfaction towards drinking milk with the region of origin were of the highest relative importance. On the other hand, the partial utilities of the factor levels such as organic production, pasteurized milk, Eastern Bleak Sea origin, whole-fat milk, private brand and lower price were found much higher. In the light of these findings, number 7 drinking milk profile were designed by organic whole-fat pasteurized milk with private label and lower-priced under Eastern Bleak Sea origin. As a result, the profiles of drinking milk with the region of origin designed by these factors and their levels at the retailer levels could increase the consumers’ consumption satisfaction by maximizing their total utilities.