Consumers’ Garlic Preference Profile with the Region of Originand Market Shares: Case of TRA1 Region

Consumption of food products with Protected Designation of Origin, Protected Geographical Indications and Traditional Specialty Guaranteed 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’ garlic consumption preference

profiles and to determine their market shares based on the factors and their

levels impacting on the consumption satisfaction of Taşköprü, Balıkesir,

Babaeski garlics with the region of origin, and China one. For these aims, the

primary data obtained from 600 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 the garlics with the region of origin, and to determine

their market shares. The results of the study indicated that while the region

of origin (34% and 27%), taste and odor (25% and 23%) factors attributed a

great importance for heavy and medium users, the region of origin (23%) and

price (20%) had a big effect for light users. While total utilities of the

heavy and medium users, moreover, were maximized by the garlic profiles with

Taşköprü origin, the profiles with Balıkesir origin were preferred more than

others for light users. On the other hand, whereas the heavy, medium and light

users were provided maximum utility by profile 15, 1 and 8 numbers, their

market shares were also analyzed as 32.4%, 83.4% and 48.8%, 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.