Determining Consumers' Willingness to Pay According to Sensory Attributes of Erzurum StuffedKadayif with Protected Geographical Indication

The aim of the study is to determine consumers' willingness to pay (WTP) in view of the product contents and manufacturing type simulations from the product profiles based on the intrinsic and extrinsic attributes of Erzurum Stuffed-kadayif profiles with Protected Geographical Indication, and then to create marketing strategies focused on consumer satisfaction. In order to reach to these goals, the main material was composed of the primary data obtained from the consumers residing in Erzurum, and consuming Erzurum Stuffed-kadayif. For the methods of the research, K -means Cluster Analysis was used to segment homogenous consumer masses according to consumption frequencies, and CA -based choice model was also applied to calculate the total utilities for each consumer cluster and then to measure consumers' WTPs for Erzurum Stuffed-kadayif. The results of the study highlighted that WTPs at higher prices were considerably accepted for the heavy and light users consuming Erzurum Stuffed-kadayif prepared with walnut core, but WTP sensitivities at lower prices for moderate users were given priority. Differentiated products in terms of product contents should be expanded for the masses with high price sensitivity and offered to their services at patisserie sales points. Homemade -type Erzurum Stuffed-kadayif designed with walnut interior, however, should be offered to sell intensively at manufacturer sales stores.

Dergi

KSU TARIM VE DOGA DERGISI-KSU JOURNAL OF AGRICULTURE AND NATURE

Yıl

2024

Cilt

27

Sayı

2

Sayfa

430-442

eISSN

2619-9149

DOI

10.18016/ksutarimdoga.vi.1307051

WoS UID

WOS:001196996600021