TY  - JOUR
TI  - Consumers’ Apple Consumption Profiles with the Region of Origin and Their Market Shares: Case of TRA1 Region
AB  - 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.
AU  - TOPCU, Yavuz
DO  - 10.24925/turjaf.v8i11.2261-2267.2645
PY  - 2020
JO  - Türk Tarım - Gıda Bilim ve Teknoloji dergisi
VL  - 8
IS  - 11
SN  - 2148-127X
SP  - 2261
EP  - 2267
DB  - TRDizin
UR  - http://search/yayin/detay/422743
ER  -