Tüketicilerin sarımsak tüketim memnuniyetine dayalı ürün profilinin dizaynı

In recent years, consumption of food product

with protected designation of origin (PDO),

protected geographical indications (PGI)

and traditional specialty guaranteed (TSG)

has been of a great importance due to contributing to both human healthy and

the farms performing at the production and supply chain. Introducing to the

markets of the food product profiles with these attributes considered as the

most important quality and credence elements for consumption of the food

products has increased quickly in all the worldwide. There are about 120 food

products with PGI in Turkey, in

addition to these products, PGI

procedures of 214 ones have also continued. Moreover, it was also reported that

there were 2500 suitable food products for PGI

in Turkey. While total value of the food products with PDO and PGI in the world

market exceeds 200 billion dollars; their share within total food export of

Turkey is around 15%, this ration increase considerably, as well. In light of

these developments, the main aim of the study is to determine the consumers’

garlic consumption preference profile based on the factors and their levels

impacting on their consumption preferences of Taşköprü garlic with PGI, other

domestic ones with PDO and China one. For these aims, the primary data obtained

from 600 households in TRA1 region in 2016 formed the main material of this study.

Conjoint analysis was used to measure

the relative importance of the factors and the part utilities of their levels

maximizing the consumers’ total utilities on their garlic consumption

preferences, and then to determine the product profiles increasing their

consumption satisfaction. The results of the study reported that the highest

relative utilities on the consumers’ garlic consumption was provided from the

region of origin (28%), taste and odor (19%), head size of garlic (15%) and its

price (14%). On the other hand, it was highlighted that the factor levels

giving the highest part-worth to the consumers were also Taşkörü origin, large

head and ellipse shape with high height, tight and stiff garlic clove, pungent

odor/bitter taste, and low price. As a result, all these factors shaped the

garlic profile maximizing the consumers’ total utilities. Not only must

increase the consumers’ consumption satisfaction,

therefore, but suppliers’ market shares could also increase considerably by

considering the product profiles maximizing their total utilities.