DETERMINING THE MARKET SHARES OF THEAPPLES WİTH THE REGION OF ORIGIN MAXIMIZINGTOTAL UTILITY: CASE OF TRA1 REGION

Topcu, Yavuz; Aşkan, Emine; Dağdemir, Vedat

Bildiri Tam Metin Bildiri Uluslararası 2019

DETERMINING THE MARKET SHARES OF THEAPPLES WİTH THE REGION OF ORIGIN MAXIMIZINGTOTAL UTILITY: CASE OF TRA1 REGION

Yavuz Topcu, Emine Aşkan, Vedat Dağdemir

UMTEB-VI. Uluslararası Mesleki ve Teknik Bilimler Kongresi 11.04.2019–12.04.2019 · 11.04.2019

Özet

In recent years,

the consumption of food products with protected designation of origin (PDO), protected geographical

indications (PGI) and traditional

specialty guaranteed (TSG) has played

a catalyzer role on rural and reginal development by both its positive impacts

on human healthy and the natural sources and the added values provided to farms

at the production and supply chain. The main object of the study is to design the

apple profiles according to the factors and their levels effecting on total

utility maximized by Amasya, Isparta, Iğdır and Erzincan apples under PDO or PGI, and then to determine their

market shares for the homogenous consumer masses. For these aims, 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 to determine the market share of each profile. Additionally,

Cluster Analysis was applied to segment each apple profile and their market

shares according to their income levels. The results of the study highlighted

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 and size (12%) factors. On the other hand, the highest market shares for

low-income group were provided from the apples with Amasya (44%) and Erzincan

(18%) origin, but these with Kağızman and Iğdır origin had the lowest market

shares. The highest market shares for high-income group, furthermore, were

provided from the apples with Amasya (44% and 20%) origin, but these with

Erzincan origin had the lowest market shares. As a result, the apple with

Amasya origin in terms of both the consumer satisfaction and the market share

has a great competitive power at supply chain and a greater advantage in

consumer choices compared to the others with the region of origins. <o:p></o:p>

Sürdürülebilir Kalkınma Amaçları

SKA 3: Sağlıklı Bireyler

Atıf için künye

Topcu, Y., Aşkan, E., & Dağdemir, V. (2019). DETERMINING THE MARKET SHARES OF THEAPPLES WİTH THE REGION OF ORIGIN MAXIMIZINGTOTAL UTILITY: CASE OF TRA1 REGION. UMTEB-VI. Uluslararası Mesleki ve Teknik Bilimler Kongresi.

BibTeX

@inproceedings{topcu2019-277643,
  author = {Topcu, Yavuz and Aşkan, Emine and Dağdemir, Vedat},
  title = {DETERMINING THE MARKET SHARES OF THEAPPLES WİTH THE REGION OF ORIGIN MAXIMIZINGTOTAL UTILITY: CASE OF TRA1 REGION},
  booktitle = {UMTEB-VI. Uluslararası Mesleki ve Teknik Bilimler Kongresi},
  year = {2019},
  url = {https://akademik.atauni.edu.tr/yayinlar/277643-determining-the-market-shares-of-theapples-with-the-region-of-origin}
}