TÜKETİCİLERİN BÖLGE ORİJİNLİ ORGANİK İÇME SÜTÜ TERCİH PROFİLLERİ VE PİYASA PAYLARI: TRA1 BÖLGESİ 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 765 households in TRA1 region (Erzurum, Erzincan and

Bayburt) in 2018 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 production

technique (24%, 23% and 21%), brand type (22%, 22% and 19%) and the region of

origin (18%, 21% and 19%) factors attributed a great importance for heavy,

medium and light users. Total utilities of all the groups, moreover, were

maximized by drinking milk profiles with Northeastern

Anatolia origin. On the other hand, while they provided maximum utility

trough profile 21, its market shares for the heavy, medium and light users were

also analyzed as 33%, 34% and 27%, 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.