Determination of Olive Oil Market Segmentation with Conjoint Analysis

Hasan Gökhan Doğan; Zeki Bayramoğlu; Kemalettin Ağızan; Serhan Candemir

doi:10.18016/ksutarimdoga.vi.1633905

EN TR

Determination of Olive Oil Market Segmentation with Conjoint Analysis

Abstract

Changing living conditions in the world have led to a transformation in consumption habits. It can be said that some factors that are thought to be effective on consumption are also affected by this. Therefore, it is inevitable to evaluate the determinants of the consumption dimension as a dynamic process. In this study, important factors in olive oil consumption preference were analyzed by conjoint analysis. The research was conducted throughout Türkiye. Accordingly, it was determined that the most important factor in olive oil preference is the place where olive oil is purchased. This is followed by quality, packaging, price, and color. As a result, it can be said that olive oil purchased directly from the producer is preferred in the first place based on the idea that the olive oil purchased should be safe or natural, rather than the idea that price is perceptually decisive in consumer preference. When the preference characteristics are combined, it can be stated that the most preferred criterion is olive oil with a price of $9/lt, cold pressed, glass packaged, light colored, and sold directly by the producer. It can be suggested as a correct approach that the actors who make market organizations should take these criteria into consideration and turn to the appropriate organization at every stage of the supply chain.

Keywords

Zeytinyağı Pazar Segmentasyonunun Konjoint Analizi ile Belirlenmesi

Öz

Dünyada değişen yaşam koşulları tüketim alışkanlıklarında da dönüşüme yol açmıştır. Tüketim üzerinde etkili olduğu düşünülen bazı faktörlerin de bundan etkilendiği söylenebilir. Bu nedenle tüketim boyutunun belirleyicilerinin dinamik bir süreç olarak değerlendirilmesi kaçınılmazdır. Bu çalışmada zeytinyağı tüketim tercihinde önemli faktörler konjoint analiz yöntemi ile incelenmiştir. Araştırma Türkiye genelinde yürütülmüştür. Buna göre zeytinyağı tercihinde en önemli faktörün zeytinyağının satın alındığı yer olduğu belirlenmiştir. Bunu kalite, ambalaj, fiyat ve renk izlemektedir. Sonuç olarak, tüketici tercihinde fiyatın algısal olarak belirleyici olması düşüncesinden ziyade, satın alınan zeytinyağının güvenli veya doğal olması gerektiği düşüncesiyle ilk sırada üreticiden doğrudan satın alınan zeytinyağının tercih edildiği söylenebilir. Tercih özellikleri birleştirildiğinde en çok tercih edilen ölçütün 9$/lt fiyatına sahip, soğuk sıkım, cam ambalajlı, açık renkli ve doğrudan üretici tarafından satılan zeytinyağı olduğu söylenebilir. Piyasa organizasyonlarını oluşturan aktörlerin bu kriterleri göz önünde bulundurarak tedarik zincirinin her aşamasında ilgili organizasyona yönelmeleri doğru bir yaklaşım olarak önerilebilir.

Anahtar Kelimeler

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Details

Primary Language

English

Subjects

Agricultural Policy

Journal Section

Research Article

Authors

Hasan Gökhan Doğan ^*
0000-0002-5303-1770
Türkiye

Zeki Bayramoğlu
0000-0003-3258-3848
Türkiye

Kemalettin Ağızan
0000-0002-2340-2614
Türkiye

Serhan Candemir
0000-0003-4248-7024
Türkiye

Early Pub Date

July 25, 2025

Publication Date

September 11, 2025

Submission Date

February 5, 2025

Acceptance Date

July 25, 2025

Published in Issue

Year 2025 Volume: 28 Number: 5

DOI

https://doi.org/10.18016/ksutarimdoga.vi.1633905

IZ

https://izlik.org/JA87ZA28LP

Cite

RIS / Bibtex

APA

Doğan, H. G., Bayramoğlu, Z., Ağızan, K., & Candemir, S. (2025). Determination of Olive Oil Market Segmentation with Conjoint Analysis. Kahramanmaraş Sütçü İmam Üniversitesi Tarım Ve Doğa Dergisi, 28(5), 1338-1346. https://doi.org/10.18016/ksutarimdoga.vi.1633905