Araştırma Makalesi
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Tüketicilerin bölge orijinli içme sütü tüketim memnuniyetlerine dayalı ürün profillerinin belirlenmesi: Iğdır İli örneği

Yıl 2019, Cilt: 34 Sayı: 3, 268 - 278, 15.10.2019
https://doi.org/10.7161/omuanajas.515077

Öz



Çalışmanın amacı,
perakende seviyesinde tüketicilerin bölge orijinli içme sütü tüketim
memnuniyeti üzerinde etkili olan faktörleri belirlemek ve daha sonra onların
toplam faydalarını maksimum kılan ürün profillerini belirlemektir. Araştırmanın
verileri, Iğdır ilinde içme sütü tüketen 160 hane halkından tesadüfü olarak
toplanmıştır. Elde edilen veriler, tüketicilerin içme sütü tüketim memnuniyeti
üzerinde etkili olan faktörlerin nispi önemleri ve faktör seviyelerinin kısmi
faydalarını belirlemek ve daha sonra tüketim frekansları ile segmente edilen
tüketicilerin toplam faydalarını maksimim ve minimum kılan ürün profillerini
tasarlamak için Konjoint Analizi kullanılmıştır. Araştırma sonuçları,
tüketicilerin içme sütü tüketim memnuniyeti üzerinde üretim tekniği (%30),
fiyat (%16), marka (%15.3) ve bölge orijini (%15) faktörlerinin en yüksek nispi
öneme sahip olduğunu göstermiştir. Diğer taraftan; organik üretim, pastörize
süt, Doğu Karadeniz Bölge orijini, tam yağlı süt, özel marka ve düşük fiyat
gibi faktör seviyelerinin kısmi faydaları yüksek bulunmuştur. Bu bulguların
ışığında en yüksek toplam faydayı sağlayan 7 numaralı içme sütü profili, Doğu
Karadeniz orijini altında özel markalı ve düşük fiyatlı organik tam yağlı
pastörize sütler ile dizayn edilmiştir. Perakende seviyesinde, bu faktörler ile
faktör seviyelerine göre dizayn edilmiş olan bölge orijinli içme sütü
profilleri tüketicilerin toplam faydalarını maksimum kılarak, onların tüketim
memnuniyetlerini önemli ölçüde artırabilir.



Kaynakça

  • Akbay, C., Jones, E., 2005. Food consumption behavior of socioeconomic groups for private labels and national brands. Food Qual. & Pref., 16: 621-631.
  • Allen, S., Goddard, E., 2012. Consumer preferences for milk and yogurt attributes: How health beliefs and attitudes affect choices. Agricultural & Applied Economics Association’s 2012 Annual Meeting, 138-145, August 12-14, Washington. ASUD, 2017. Süt ve süt ürünleri tüketimi. Erişim adresi: http://www.asuder.org.tr (Erişim tarihi: 15.Agustos 2017).
  • Azadbakht, L., Mirmiran, P., Esmaillzadeh, A., Azizi, F., 2005. Fairy consumption is inversely associated with the prevalence of the metabolic syndrome in Tehranian adults. Am. J. Clin. Nutr., 82 (3): 523-30.
  • Barnes, R.N., Bosworth, R.C., Bailey, D., Curtis, K.R., 2014. Connecting sensory quality characteristics and local designations to willingness to pay for cheese at the retail level. Int. Food & Agribus. Manag. Rev., 17 (3): 115-138.
  • Black, R.E., Williams, S.M., Jones, I.E., Goulding, A., 2002. Children who avoid drinking cow milk have low dietary calcium intakes and poor bone health. Am. J. Clin. Nutr., 76: 675-80.
  • Braghieri, A., Girolami, A., Riviezzi, A.M., Piazzolla, N., Napolitano, F., 2014. Liking of traditional cheese and consumer willingness to pay. Ital. J. Anim. Sci., 13 (1): 155-162.
  • Chamorro, A., Rubio, S., Miranda, F.J., 2015. The region-of-origin (ROO) effect on purchasing preferences: The case of a multiregional designation of origin. Brit. Food J., 117 (2): 820-839.
  • Chen, M., 2007. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan. Moderating effects of food-related personality traits. Food Qual. & Pref., 6 (2): 1008-1015.
  • Cheng, L., Yin, C., Chien, H., 2014. Demand for milk quantity and safety in urban China: evidence from Beijing and Harbin. Aust. J. Agr. Resour. Ec., 59: 275-287.
  • FAOSTAT, 2017. Download and visualize data of livestouc processed and primary product production. Erişim adresi: http://www.fao.org/faostat (Erişim tarihi: 10 Mart 2017).
  • Furnols, M.F., Realini, C., Montossi, F., Sanudo, C., Campo, M.M., Oliver, M.A., Nute, G.R., Guerrero, L., 2011. Consumers’ purchasing intention for lamb meat affected by country of origin, feeding system and meat price: A conjoint study in Spanish, France and United Kingdom. Food Qual. & Pref., 22: 443-451.
  • Grunert, K.G., Aachmann, K., 2016. Consumer reactions to the use of EU quality labels on food products: A review of the literature. Food Control, 59 (1): 178-187.
  • Gündüz, O., Kılıç, O., Emir, M., Aydın, G., 2013. Süt ve süt ürünleri tüketiminde tüketici tercihlerini etkileyen faktörler: Samsun ili örneği. GTED, 8 (1): 36-43.
  • Hair, J.F.J., Black, W.C., Babın, B.J., Anderson, R.E., 2010. Multivariate data analysis, (7th Edition) Prentice Hall, Upper Saddle River, NJ. ISBN-13: 978-0138132637.
  • Hill, H., Lynchehaun, F., 2002. Organic milk: attitudes and consumption patterns. Brit. Food J., 104 (7): 526-542.
  • Hollywood, L., Wells, L., Armstrong, G., Farley, H., 2013. Thinking outside the carton: attitudes towards milk packaging. Brit. Food J., 115 (6): 899-912.
  • Huth, P.J., DiRenzo, D.B., Miller, G.D., 2006. Major scientific advances with dairy foods in nutrition and health. J. Dairy Sci., 89: 1207–1221.
  • Kan, M., Gülçubuk, B., Küçükçongar, M., 2012. Coğrafi işaretlerin kırsal turizmde kullanılma olanakları. KMÜ Sosyal ve Ekon. Arş. Derg., 6(2): 52-64.
  • Karakaya, E., Akbay, C., 2014. Istanbul ili kentsel alanda tüketicilerin açık ve paket süt tüketim alışkanlıkları. Tarım Ekon. Derg., 20 (1): 17-27.
  • Konar, N., Kaya, I.H., Dalabasmaz, S., Poyrazoglu, E.S., Artik, N., 2014. Street milk and urban consumers in Turkey: A descriptive study. J. Verbrauch Leben SM, 9: 23-29.
  • Kotler, P., Armstrong, G., 2004. Principles of marketing, 9th Edition, Prentice Hall, New Jersey.Li, E.X., Drake, M.A., 2015. Sensory perception, nutritional role, and challenges of flavored milk for children and adults. J. Food Sci., 80 (4): 665-670.
  • Lim, K., Hu, W., Maynard, L.J., Goddard, E., 2014. A taste for safer beef? How much does consumers’ perceived risk influence willingness to pay for country‐of‐origin labeled beef. Agribusiness, 30 (1): 17-30.
  • Liu, Z., Christopher, A., Kanter, C.A., Kent, D., Messer, K.D., Harry, M., Kaiser, H.M., 2013. Identifying significant characteristics of organic milk consumers: a CART analysis of an art factual field experiment. Appl. Econ., 45: 3110-3121.
  • Marcoz, E.M., Melewar, T.C., Dennis, C., 2014. The value of region of origin, producer and protected designation of origin label for visitors and locals: The case of fontina cheese in Italy. Int. J. Tour. Res., 18 (3): 236-253.
  • Markham, L., Auld, G., Bunning, M., Thilmany, D., 2014. Attitudes and beliefs of raw milk consumers in Northern Colorado. J. Hunger & Env. Nut., 9 (4): 546-564.Marshall, P., Eric, T.B., 2002. A unified approach to conjoint analysis models. J. Amer. Stat. Ass., 97 (459): 674-682.
  • Miles, S., Frewer, L.J., 2001. Investigating specific concerns about different food hazards. Food Qual. & Pref., 12: 47-61.
  • Miller, G.D., Jarvis, K.J., McBean, L.D., 2000. Handbook of dairy foods and nut¬rition. In: Jensen RG, Kroger M, editors. The ımportance of milk and milk products in the diet. CRC Press, New York, pp. 4-24.
  • Miller, G.D., 2000. Benefits of dairy product consumption on blood pres¬sure in humans: A summary of the biomedical literature. J. Amer. Coll. Nut., 19 (2): 147-164.
  • Mobley, A.R., Jakob, D.J., Maulding, M., 2014. Attitudes, beliefs, and barriers related to milk consumption in older, low-income women. J. Nut. Educ. Behav., 46 (6): 554-559.
  • Munoz, R.R., Moya, M.M., Gil, J.M., 2015. Market values for olive oil attributes in Chile: a hedonic price function. Brit. Food J., 117 (1): 358-370.
  • Murphy, M.M., Douglass, J.S., Johnson, R.K., Spence, L.A., 2008. Drinking flavored or plain milk is positively associated with nutrient intake and is not associated with adverse effects on weight status in US children and adolescents. J. Amer. Diet. Ass., 108: 631–639.
  • Schleenbecker, R., Hamm, U., 2013. Consumers’ perception of organic product characteristics. A review. Appetite, 71: 420-429.
  • SPSS 20.0 Base, 2013. SPSS Base 20 User’s Guide 11, p. 161. Chicago, IL. Şeker, İ., Şeker, P., Şahin, M., Özen, V.S., Akdeniz, A., Erkmen, O., Kışlalıoğlu, İ., Sargın, G., Doğu, G.B., 2012. Elazığ İli merkez ilçede tüketicilerin süt tüketim alışkanlıkları ve bu alışkanlıkları etkileyen faktörlerin belirlenmesi. Sağlık Bil. Vet. Derg., 26 (3): 131-143. Topcu, Y., 2015. Turkish consumer decisions affecting ice cream consumption. Ital. J. Food Sci., 27 (1): 29-39.
  • Topcu, Y., Uzundumlu, A.S., Baran, D., 2015. How sensory and hedonic quality attributes affect fresh red meat consumption decision of Turkish consumers? Ital. J. Food Sci., 27 (2): 181-189. Uzunöz, M., Akçay, Y., 2012. A case study of probitmodel analysis of factors affecting consumption of packed and unpacked milk in Turkey. Econ. Res. Int., 2 (4): 1-8.
  • Vaskozen, T., 2003. Dietary minerals and modification of cardiovascular risk factors. J. Nut. Biochem., 14: 492–506.
  • Walke, M., Mtimet, N., Baker, D., Lindahl, J., Hartmann, M., Grace, D., 2014. Kenyan perceptions of aflatoxin: An analysis of raw milk consumption. The EAAE 2014 Congress: Agri-Food and Rural Innovations for Healthier Societies, August 26-29, Ljubljana, Slovenia.
  • WDS, 2017. World Dairy Summit: per capita drinking milk consumption and population. Erişim adersi: http://www.idfwds2017.com (Erişim tarihi: 15 Eylül 2017).

Determing product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province

Yıl 2019, Cilt: 34 Sayı: 3, 268 - 278, 15.10.2019
https://doi.org/10.7161/omuanajas.515077

Öz

The aim of the study
was to determine the factors effecting on consumers’ consumption satisfaction
towards drinking milk with the region of origin at the retailer level, and then
to determine the product profiles maximizing their total utilities. Research data
were collected randomly from 160 households consuming drinking milk in Igdir
province. The data were used for Conjoint Analysis to determine the relative
importance of the factors and the partial utilities of their levels related to
drinking milk consumption satisfaction of the consumers, and to design the
product profiles maximizing and minimizing total utility of the consumers
segmented by their consumption frequencies. The result of the study highlighted
that the production technique (%30), the price (%16), the brand (%15.3) and the
region of origin (%15) factors on the consumers’ consumption satisfaction
towards drinking milk with the region of origin were of the highest relative
importance. On the other hand, the partial utilities of the factor levels such
as organic production, pasteurized milk, Eastern Bleak Sea origin, whole-fat
milk, private brand and lower price were found much higher. In the light of
these findings, number 7 drinking milk profile were designed by organic
whole-fat pasteurized milk with private label and lower-priced under Eastern
Bleak Sea origin. As a result, the profiles of drinking milk with the region of
origin designed by these factors and their levels at the retailer levels could
increase the consumers’ consumption satisfaction by maximizing their total
utilities. 

Kaynakça

  • Akbay, C., Jones, E., 2005. Food consumption behavior of socioeconomic groups for private labels and national brands. Food Qual. & Pref., 16: 621-631.
  • Allen, S., Goddard, E., 2012. Consumer preferences for milk and yogurt attributes: How health beliefs and attitudes affect choices. Agricultural & Applied Economics Association’s 2012 Annual Meeting, 138-145, August 12-14, Washington. ASUD, 2017. Süt ve süt ürünleri tüketimi. Erişim adresi: http://www.asuder.org.tr (Erişim tarihi: 15.Agustos 2017).
  • Azadbakht, L., Mirmiran, P., Esmaillzadeh, A., Azizi, F., 2005. Fairy consumption is inversely associated with the prevalence of the metabolic syndrome in Tehranian adults. Am. J. Clin. Nutr., 82 (3): 523-30.
  • Barnes, R.N., Bosworth, R.C., Bailey, D., Curtis, K.R., 2014. Connecting sensory quality characteristics and local designations to willingness to pay for cheese at the retail level. Int. Food & Agribus. Manag. Rev., 17 (3): 115-138.
  • Black, R.E., Williams, S.M., Jones, I.E., Goulding, A., 2002. Children who avoid drinking cow milk have low dietary calcium intakes and poor bone health. Am. J. Clin. Nutr., 76: 675-80.
  • Braghieri, A., Girolami, A., Riviezzi, A.M., Piazzolla, N., Napolitano, F., 2014. Liking of traditional cheese and consumer willingness to pay. Ital. J. Anim. Sci., 13 (1): 155-162.
  • Chamorro, A., Rubio, S., Miranda, F.J., 2015. The region-of-origin (ROO) effect on purchasing preferences: The case of a multiregional designation of origin. Brit. Food J., 117 (2): 820-839.
  • Chen, M., 2007. Consumer attitudes and purchase intentions in relation to organic foods in Taiwan. Moderating effects of food-related personality traits. Food Qual. & Pref., 6 (2): 1008-1015.
  • Cheng, L., Yin, C., Chien, H., 2014. Demand for milk quantity and safety in urban China: evidence from Beijing and Harbin. Aust. J. Agr. Resour. Ec., 59: 275-287.
  • FAOSTAT, 2017. Download and visualize data of livestouc processed and primary product production. Erişim adresi: http://www.fao.org/faostat (Erişim tarihi: 10 Mart 2017).
  • Furnols, M.F., Realini, C., Montossi, F., Sanudo, C., Campo, M.M., Oliver, M.A., Nute, G.R., Guerrero, L., 2011. Consumers’ purchasing intention for lamb meat affected by country of origin, feeding system and meat price: A conjoint study in Spanish, France and United Kingdom. Food Qual. & Pref., 22: 443-451.
  • Grunert, K.G., Aachmann, K., 2016. Consumer reactions to the use of EU quality labels on food products: A review of the literature. Food Control, 59 (1): 178-187.
  • Gündüz, O., Kılıç, O., Emir, M., Aydın, G., 2013. Süt ve süt ürünleri tüketiminde tüketici tercihlerini etkileyen faktörler: Samsun ili örneği. GTED, 8 (1): 36-43.
  • Hair, J.F.J., Black, W.C., Babın, B.J., Anderson, R.E., 2010. Multivariate data analysis, (7th Edition) Prentice Hall, Upper Saddle River, NJ. ISBN-13: 978-0138132637.
  • Hill, H., Lynchehaun, F., 2002. Organic milk: attitudes and consumption patterns. Brit. Food J., 104 (7): 526-542.
  • Hollywood, L., Wells, L., Armstrong, G., Farley, H., 2013. Thinking outside the carton: attitudes towards milk packaging. Brit. Food J., 115 (6): 899-912.
  • Huth, P.J., DiRenzo, D.B., Miller, G.D., 2006. Major scientific advances with dairy foods in nutrition and health. J. Dairy Sci., 89: 1207–1221.
  • Kan, M., Gülçubuk, B., Küçükçongar, M., 2012. Coğrafi işaretlerin kırsal turizmde kullanılma olanakları. KMÜ Sosyal ve Ekon. Arş. Derg., 6(2): 52-64.
  • Karakaya, E., Akbay, C., 2014. Istanbul ili kentsel alanda tüketicilerin açık ve paket süt tüketim alışkanlıkları. Tarım Ekon. Derg., 20 (1): 17-27.
  • Konar, N., Kaya, I.H., Dalabasmaz, S., Poyrazoglu, E.S., Artik, N., 2014. Street milk and urban consumers in Turkey: A descriptive study. J. Verbrauch Leben SM, 9: 23-29.
  • Kotler, P., Armstrong, G., 2004. Principles of marketing, 9th Edition, Prentice Hall, New Jersey.Li, E.X., Drake, M.A., 2015. Sensory perception, nutritional role, and challenges of flavored milk for children and adults. J. Food Sci., 80 (4): 665-670.
  • Lim, K., Hu, W., Maynard, L.J., Goddard, E., 2014. A taste for safer beef? How much does consumers’ perceived risk influence willingness to pay for country‐of‐origin labeled beef. Agribusiness, 30 (1): 17-30.
  • Liu, Z., Christopher, A., Kanter, C.A., Kent, D., Messer, K.D., Harry, M., Kaiser, H.M., 2013. Identifying significant characteristics of organic milk consumers: a CART analysis of an art factual field experiment. Appl. Econ., 45: 3110-3121.
  • Marcoz, E.M., Melewar, T.C., Dennis, C., 2014. The value of region of origin, producer and protected designation of origin label for visitors and locals: The case of fontina cheese in Italy. Int. J. Tour. Res., 18 (3): 236-253.
  • Markham, L., Auld, G., Bunning, M., Thilmany, D., 2014. Attitudes and beliefs of raw milk consumers in Northern Colorado. J. Hunger & Env. Nut., 9 (4): 546-564.Marshall, P., Eric, T.B., 2002. A unified approach to conjoint analysis models. J. Amer. Stat. Ass., 97 (459): 674-682.
  • Miles, S., Frewer, L.J., 2001. Investigating specific concerns about different food hazards. Food Qual. & Pref., 12: 47-61.
  • Miller, G.D., Jarvis, K.J., McBean, L.D., 2000. Handbook of dairy foods and nut¬rition. In: Jensen RG, Kroger M, editors. The ımportance of milk and milk products in the diet. CRC Press, New York, pp. 4-24.
  • Miller, G.D., 2000. Benefits of dairy product consumption on blood pres¬sure in humans: A summary of the biomedical literature. J. Amer. Coll. Nut., 19 (2): 147-164.
  • Mobley, A.R., Jakob, D.J., Maulding, M., 2014. Attitudes, beliefs, and barriers related to milk consumption in older, low-income women. J. Nut. Educ. Behav., 46 (6): 554-559.
  • Munoz, R.R., Moya, M.M., Gil, J.M., 2015. Market values for olive oil attributes in Chile: a hedonic price function. Brit. Food J., 117 (1): 358-370.
  • Murphy, M.M., Douglass, J.S., Johnson, R.K., Spence, L.A., 2008. Drinking flavored or plain milk is positively associated with nutrient intake and is not associated with adverse effects on weight status in US children and adolescents. J. Amer. Diet. Ass., 108: 631–639.
  • Schleenbecker, R., Hamm, U., 2013. Consumers’ perception of organic product characteristics. A review. Appetite, 71: 420-429.
  • SPSS 20.0 Base, 2013. SPSS Base 20 User’s Guide 11, p. 161. Chicago, IL. Şeker, İ., Şeker, P., Şahin, M., Özen, V.S., Akdeniz, A., Erkmen, O., Kışlalıoğlu, İ., Sargın, G., Doğu, G.B., 2012. Elazığ İli merkez ilçede tüketicilerin süt tüketim alışkanlıkları ve bu alışkanlıkları etkileyen faktörlerin belirlenmesi. Sağlık Bil. Vet. Derg., 26 (3): 131-143. Topcu, Y., 2015. Turkish consumer decisions affecting ice cream consumption. Ital. J. Food Sci., 27 (1): 29-39.
  • Topcu, Y., Uzundumlu, A.S., Baran, D., 2015. How sensory and hedonic quality attributes affect fresh red meat consumption decision of Turkish consumers? Ital. J. Food Sci., 27 (2): 181-189. Uzunöz, M., Akçay, Y., 2012. A case study of probitmodel analysis of factors affecting consumption of packed and unpacked milk in Turkey. Econ. Res. Int., 2 (4): 1-8.
  • Vaskozen, T., 2003. Dietary minerals and modification of cardiovascular risk factors. J. Nut. Biochem., 14: 492–506.
  • Walke, M., Mtimet, N., Baker, D., Lindahl, J., Hartmann, M., Grace, D., 2014. Kenyan perceptions of aflatoxin: An analysis of raw milk consumption. The EAAE 2014 Congress: Agri-Food and Rural Innovations for Healthier Societies, August 26-29, Ljubljana, Slovenia.
  • WDS, 2017. World Dairy Summit: per capita drinking milk consumption and population. Erişim adersi: http://www.idfwds2017.com (Erişim tarihi: 15 Eylül 2017).
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Tarım Ekonomisi
Yazarlar

Yavuz Topcu

Yayımlanma Tarihi 15 Ekim 2019
Kabul Tarihi 9 Ağustos 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 34 Sayı: 3

Kaynak Göster

APA Topcu, Y. (2019). Determing product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. Anadolu Tarım Bilimleri Dergisi, 34(3), 268-278. https://doi.org/10.7161/omuanajas.515077
AMA Topcu Y. Determing product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. ANAJAS. Ekim 2019;34(3):268-278. doi:10.7161/omuanajas.515077
Chicago Topcu, Yavuz. “Determing Product Profiles Based on consumers’ Consumption Satisfaction towards Drinking Milk With the Region of Origin: Case of Igdır Province”. Anadolu Tarım Bilimleri Dergisi 34, sy. 3 (Ekim 2019): 268-78. https://doi.org/10.7161/omuanajas.515077.
EndNote Topcu Y (01 Ekim 2019) Determing product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. Anadolu Tarım Bilimleri Dergisi 34 3 268–278.
IEEE Y. Topcu, “Determing product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province”, ANAJAS, c. 34, sy. 3, ss. 268–278, 2019, doi: 10.7161/omuanajas.515077.
ISNAD Topcu, Yavuz. “Determing Product Profiles Based on consumers’ Consumption Satisfaction towards Drinking Milk With the Region of Origin: Case of Igdır Province”. Anadolu Tarım Bilimleri Dergisi 34/3 (Ekim 2019), 268-278. https://doi.org/10.7161/omuanajas.515077.
JAMA Topcu Y. Determing product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. ANAJAS. 2019;34:268–278.
MLA Topcu, Yavuz. “Determing Product Profiles Based on consumers’ Consumption Satisfaction towards Drinking Milk With the Region of Origin: Case of Igdır Province”. Anadolu Tarım Bilimleri Dergisi, c. 34, sy. 3, 2019, ss. 268-7, doi:10.7161/omuanajas.515077.
Vancouver Topcu Y. Determing product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. ANAJAS. 2019;34(3):268-7.
Online ISSN: 1308-8769