Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region
Yıl: 2020 Cilt: 8 Sayı: 11 Sayfa Aralığı: 2261 - 2267 Metin Dili: İngilizce DOI: 10.24925/turjaf.v8i11.2261-2267.2645 İndeks Tarihi: 15-06-2021
Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region
Öz: The aim of the study was to design product profiles based on the factors and their levels impactingon the consumption preferences of the apples with Amasya, Isparta, Bayramic apples with the regionof origin and foreign origin, and to determine the market shares of each profiles. The main materialof the study was the primary data obtained from a face-to-face survey conducted with 600 householdsconsuming apple and residing in the TRA1 region (Erzurum, Erzincan, Bayburt). Conjoint Analysiswas used to design the apple profiles maximizing the consumers’ total utilities, and to determine themarket share of each profile. Also, Cluster Analysis was applied to segment each apple profile andtheir market shares according to their income levels. The results of the study highlighted that lowincome consumers attributed a great importance to the apple price (41%) and size (32%), but highincome ones to the region of origin (62%) and colour (13%) factors. On the other hand, while theapple profile with 2 number maximized total utility for both low-income group and all consumers,the profile 17 provided the highest satisfaction for high-income segment. The market shares ofAmasya apple referred to the region of origin at the profile 2 and 17 for the low and high-incomesegments were analysed as 40% and 22%, 3% and 35%, respectively. Amasya apple according toother the region of origin maximised not only the consumers’ consumption satisfaction but also themarket share at the supply chain.
Anahtar Kelime: Tüketicilerin Bölge Orijinli Elma Tüketim Profilleri ve Piyasa Payları: TRA1 Bölgesi Örneği
Öz: Çalışmanın amacı, bölge orijinli Amasya, Isparta, Bayramiç ve yabancı orijinli elmaların tüketim tercihleri üzerinde etkili olan faktörler ve onların seviyelerine bağlı olarak mamul profillerinin tasarlanması ve her bir profilin piyasa payının belirlenmesidir. Çalışmanın ana materyali, TRA1 Bölgesi’nde (Erzurum, Erzincan ve Bayburt) ikamet eden ve elma tüketen 600 hane halkı ile yüz yüze yapılan anketlerden temin edilen birincil verilerdir. Tüketicilerin toplam faydasını maksimum kılan elma profillerini tasarlamak ve her bir profilin piyasa payını belirlemek için Conjoint Analiz kullanılmıştır. Ayrıca, her bir ürün profili ve piyasa paylarını tüketici gelir düzeyine göre gruplandırmak için Kümeleme Analizi kullanılmıştır. Araştırma sonuçları; düşük gelirli tüketicilerin elma fiyatı (%41) ve büyüklüğüne (%32), fakat yüksek gelirli tüketicilerin bölge orijini (%62) ve renk (%13) faktörlerine büyük önem atfettiklerini ortaya koymuştur. Diğer taraftan, 2 numaralı elma profili hem düşük gelir grubu hem de bütün tüketici kitleleri için toplam faydayı maksimum kılarken; 17 numaralı profil ise yüksek gelir grubu için en yüksek memnuniyeti temin etmiştir. 2 ve 17 numaralı profillerde bölge orijinini temsil eden Amasya elmasının düşük ve yüksek gelir grupları için piyasa payları sırasıyla %40 ve %22, %3 ve %35 olarak analiz edilmiştir. Diğer bölge orijinli elmalara göre Amasya elması, sadece tüketicilerin tüketim memnuniyetini değil aynı zamanda arz zincirinde piyasa payını da maksimum kılmıştır
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | TOPCU Y (2020). Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. , 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| Chicago | TOPCU Yavuz Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. (2020): 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| MLA | TOPCU Yavuz Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. , 2020, ss.2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| AMA | TOPCU Y Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. . 2020; 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| Vancouver | TOPCU Y Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. . 2020; 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| IEEE | TOPCU Y "Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region." , ss.2261 - 2267, 2020. 10.24925/turjaf.v8i11.2261-2267.2645 |
| ISNAD | TOPCU, Yavuz. "Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region". (2020), 2261-2267. https://doi.org/10.24925/turjaf.v8i11.2261-2267.2645 |
| APA | TOPCU Y (2020). Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. Türk Tarım - Gıda Bilim ve Teknoloji dergisi, 8(11), 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| Chicago | TOPCU Yavuz Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. Türk Tarım - Gıda Bilim ve Teknoloji dergisi 8, no.11 (2020): 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| MLA | TOPCU Yavuz Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. Türk Tarım - Gıda Bilim ve Teknoloji dergisi, vol.8, no.11, 2020, ss.2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| AMA | TOPCU Y Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. Türk Tarım - Gıda Bilim ve Teknoloji dergisi. 2020; 8(11): 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| Vancouver | TOPCU Y Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region. Türk Tarım - Gıda Bilim ve Teknoloji dergisi. 2020; 8(11): 2261 - 2267. 10.24925/turjaf.v8i11.2261-2267.2645 |
| IEEE | TOPCU Y "Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region." Türk Tarım - Gıda Bilim ve Teknoloji dergisi, 8, ss.2261 - 2267, 2020. 10.24925/turjaf.v8i11.2261-2267.2645 |
| ISNAD | TOPCU, Yavuz. "Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region". Türk Tarım - Gıda Bilim ve Teknoloji dergisi 8/11 (2020), 2261-2267. https://doi.org/10.24925/turjaf.v8i11.2261-2267.2645 |
