TÜKETİCİLERİN BÖLGE ORİJİNLİ ORGANİK HAM İÇME SÜTÜ MEMNUNİYETLERİ VE PİYASA PAYLARI: AĞRI İLİ ÖRNEĞİ

Consumption of food products with the region of

origin 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. Market penetration rate 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 design the consumers’ drinking

milk consumption preference profiles and to determine their market shares based

on the factors and their levels impacting on the consumption satisfaction of

drinking milk with Northeastern Anatolia,

Eastern Black Sea and Marmara/Aegean Region origins. For these aims, the

primary data obtained from 200 households in Agri Province were the main

material of this study. Conjoint analysis

was used to design 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 drinking milk with the

region of origin, and to determine their market shares. The results of the

study indicated that while production technique (25%), price (21.1%) and

product content (21%) factors attributed a great importance for heavy users,

brand (24%), the region of origin (21.4%) and product content (18%) provided a

big relative importance for medium users. Similarly, brand (25%), product

content (23%) and product technique (18%) factors were found important for

light users. On the other hand, whereas the highest market shares of organic

pasteurized milk with Eastern Black Sea

origin maximizing heavy users’ total utilities was 13.4%; these of organic

pasteurized and raw milk with Northeastern

Anatolia origin maximizing medium and light users’ total utilities were

15.9% and 16.4%, respectively. As result, positioning of these profiles

providing maximum utility to target consumer masses, and being of the highest

market shares at retailer levels could provide an increasing impact on both

target consumers’ consumption satisfaction and the farms’ total revenue.