Identifying Preferences of Red Meat Consumption by Means of Conjoint Analysis

Year 2021, Volume: 35 Issue: 1, 18 - 23, 25.04.2021

Aykut Özüak İsmail Keskin

Abstract

In this study, in order to identify the preferences of red meat consumption in Konya, conjoint analysis was used, which has been quite commonly used in product production and existing market studies. Preference cards used in the study were applied to 201 people. People were asked to put in order preference cards by coding as “1” the mostpreferrable toward they prefer the least, and the full profile method is used. Kendall’s Tau value stating representation power of the model was identified as 0.974 and Pearson's R, as 0.993. At the end of the study, it was seen that the factors affecting red meat preferences and purchasing behaviors of the people living in Konya were purchasing place (46.5%), sort of meat (17.7%), purchasing way (13.0%), fat rate of the meat purchased (12.9%) and, finally, meat price. As a result, it was expressed that conjoint analysis would help about which changes businesses could make in their products or services, which points they had to be dealt with product development studies, and in what direction the existing and potential customers in market could react.

Keywords

Conjoint, Red meat, Preference, Orthogonal plan