Garlic Consumption Satisfaction with the Region of Origin andWillingness to Pay: 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.

Willingness to pay 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 determine the consumers’ garlic consumption

satisfaction and willingness to pay based on the factors and their levels

impacting on the consumption preferences 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 determine 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 their willingness

to pay for them. The results of the study highlighted 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. On the other hand, the heavy and medium

users’ willingness to pay (WTP) for

Taşköprü garlic from 15 and 30 TL/kg (low and high price) were 34% and 15%, and

42% and 7%, respectively, but light users’ WTP

for Balıkesir one were analyzed as 10% and 38%. Positioning of Taşköprü garlic

with low-price for the heavy and medium users, but that of Balıkesir one with

high-price for the light users at retailer levels could increase consumption

satisfaction by maximizing total utility of target consumer masses.