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

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.

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

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.

Keywords:

Conjoint analysis, Ordinal utility, Orthogonal design, Consumption Consumption,

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