Consumers’ willingness to pay and market share for drinking milk profiles in Iğdir Province

The aim of the study was to

determine the factors effecting on the consumers’ drinking milk purchase decisions

at the retailer level, and then to calculate the market shares and the

consumers’ willingness to pay for drinking milk profiles on their purchase

patterns. Data collected from the study were obtained from household surveys

with 160 the consumers consuming drinking milk in Igdir province. The data were

used for Conjoint Analysis to

determine willingness to pay (WTP) and

market shares (MS) related to

drinking milk purchase decisions. The result of the study highlighted that the

marketing shares of the first three drinking milk profiles maximizing the

consumers’ total utilities were calculated as %34, %12 and %10 (card number 7,

6 and 1), respectively. On the other hand, the consumers’ willingness to pay

under the origins and price levels of drinking milk were analyzed as %26 for

Aegean/Marmara Region, %16 for Northeast Anatolia Region and %12 for Eastern

Black Sea Region at the lowest price levels. By having designed drinking milk

profiles maximizing the consumers’ total utilities, the marketing share and

penetration rates of the products could increase, and the product profiles

responded to the consumers’ willingness to pay could also satisfy considerably

on their purchase decisions. <o:p></o:p>