Tüketicilerin toplam faydasını maksimum kılan mahreç işaretli Erzurum Kadayıf Dolması profillerinin tasarlanması

Yıl 2023, , 561 - 573, 27.12.2023

Yavuz Topcu , Tuba Güler

https://doi.org/10.29050/harranziraat.1300842

Öz

Araştırmanın amacı, mahreç işaretli Erzurum Kadayıf Dolması profillerinin tasarlanması ve her bir tüketici kümesi için mamul profillerinden sağlanan toplam faydaların hesaplanarak, maksimum faydanın belirlenmesidir. Bu amaçlar için Erzurum ilinde ikamet eden ve Erzurum Kadayıf Dolması tüketen tüketicilerden elde edilen birincil veriler, ana materyal olarak kullanılmıştır. Ayrıca, tüketim sıklıklarına göre homojen tüketici kitlelerini oluşturmak için kümeleme analizi ve her bir kitlenin toplam faydasını hesaplanmak için de Conjoint Analiz (CA) tabanlı seçim modeli kullanılmıştır. Araştırmanın sonuçları, antepfıstığı ile hazırlanan büyük boy ev yapımı kadayıf dolmasının yerel marka altında orta fiyat seviyesinden (140₺) restoranlardan satın alan düşük düzeyde Erzurum Kadayıf Dolması tüketen tüketicilerin toplam faydasını maksimum kılan ürün profili olduğunu göstermiştir. Diğer taraftan ılımlı ve yoğun düzeyde bu mamulü tüketen tüketicilerin toplam faydalarını maksimum kılan ürün profili ise ceviz içi ile hazırlanmış orta boy ev yapımı kadayıf dolmasının ulusal marka altında düşük fiyat seviyesinden (120₺) imalatçı satış mağazaları olarak analiz edilmiştir. Dolayısıyla her bir tüketici kitlesinin toplam faydalarını maksimum kılan ürün profillerinin ulaşılabilir perakendecilerde arzı, hem tüketicilerin maksimum fayda sağlayabilmelerine hem de üreticilerin kısa arz zincirinde gıda güvenliği ve güvencesi açısından sürdürülebilir üretim ile daha yüksek kazançların sağlanmasına olanak sağlayabilecektir.

Anahtar Kelimeler

Conjoint Analiz, Erzurum Kadayıf Dolması, Mamul profili, Kümeleme Analizi, Toplam fayda

Designing Erzurum Stuffed-kadayif profiles with Protected Geographical Indication maximizing consumers' total utility

Öz

The aim of the research is to design Erzurum Stuffed-kadayif profiles with Protected Geographical Indication, and to determine maximum utilities by calculating the total utilities provided from the product profiles for each consumer segment. In order to achieve these goals, the main material was composed of the primary data obtained from the consumers residing in Erzurum, and consuming Erzurum Stuffed-kadayif. In addition, K-means Cluster Analysis was used to segment homogenous consumer masses according to consumption frequencies; CA-based choice model was also applied to calculate the total utilities for each consumer cluster. The results of the study highlighted that the product profile maximizing the total utilities of the light users consuming Erzurum stuffed-kadayif was designed with medium price levels (₺140) at restaurant selling points under the local brands of the large size-homemade stuffed-kadayif prepared with the core of pistachio. On the other hand, the product profile maximizing the total utilities of the medium and heavy users consuming this product was also analyzed as the low price levels (₺120) at manufacturer selling points under the national brands of the middle size-homemade stuffed-kadayif prepared with the core of walnut. Offerings of the product profiles maximizing the total utilities of each consumer cluster for the stuffed-kadayif sold at accessible retailers could allow both the consumers to maximize the total utility and the suppliers to achieve sustainable production and higher benefit in view of food safety and security along short supply chain.

Anahtar Kelimeler

Conjoint Analysis, Erzurum Stuffed-kadayif, Product profile, Clustering Analysis, Total utility

Kaynakça

• Adanacıoglu, H., & Albayram, Z. (2012). A conjoint analysis of consumer preferences for traditional cheeses in Turkey: A case study on Tulum Cheese. Korean Journal for Food Science of Animal Resources, 2(32), 458-466.
• Baptista, I., Spence, C., Shimizu, R., & Ferreira, E. (2022). Color is to flavor as shape is to texture: A choice-based conjoint study of visual cues on chocolate packaging. Journal of Sensory Studies, 38, e12793.
• Bernabeu, R., Brugarolas, M., Martínez-Carrasco, L., Nieto-Villegas, R., & Rabadán, A. (2023). The price of organic foods as a limiting factor of the European green deal: the case of tomatoes in Spain. Sustainability, 15, 3238.
• Best, A.R., Racette, C.M., & Drake, M.A. (2023). Consumer perception of restaurant and ready-to-eat cheese dips. Journal of Food Science, 88, 1672-1683.
• Bouranta, N., Psomas, E., Casolani, N., Carmen, J., & Liberatore, L. (2022). Consumers’ food safety perceptions in Three Mediterranean Countries. New Medit, 21(4): 71-84. DOI: https://doi.org/10.30682/nm2204f.
• Burnier, P.C., Spers, E.E., & Barcellos, M.D. (2021). Role of sustainability attributes and occasion matters in determining consumers’ beef choice. Food Quality & Preference, 88, 104075.
• Bytyqi, N., Bai, A., Peter, B., Mehaj, E., & Sertolli, A. (2023). Analysis of consumers’ preferences for local cheese in Kosovo applying Conjoint Choice Analysis. Journal of Hygienic Engineering and Design, UDC 658.89:637.3(497.115), 203-210.
• Campbell, D., Totuka, M., & Upadhyay, C.K. (2023). Attributes influencing consumer perception towards online food ordering in Rajasthan, India. AEBMR, 242, 42-51.
• Chaffee, O., & Ross, C.F. (2023). Older adults’ acceptance of ready-to-eat meals in relation to food choice and sensory ability. Journal of Food Science, 28, 1-18.
• Churchill, G.A. (1995). Marketing Research: methodological foundations. The Dryden Press Series in Marketing, 1(6), 251-252.
• Curutchet, A., Tarrega, A., & Arcia, P. (2023). Changes in consumers interest on cheeses with health benefits and different manufacture types over the last decade. CyTA-Journal of Food, 21(1), 72-81. DOI: 10.1080/19476337.2022.2162973
• Godde, C.M., Croz, D.M., Mayberry, D.E., Thornton, P.K., & Herrero, M. (2021). Impacts of climate change on the livestock food supply chain; a review of the evidence. Global Food Security, 28, 100488.
• Gracia, A., & Magistris, T. (2016). Consumer’s willingness to pay for indigenous meat products: the case of a Spanish sheep breed. Spanish Journal of Agricultural Research, 14(2), 128-126.
• Green, P.E., & Krieger, A.M. (1991). Segmenting markets with conjoint analysis. Journal of Marketing, 55(4), 20-31.
• 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), 178-187.
• Grunert, K.G., Loose, S.M., Zhou, Y., & Tinggaard, S. (2015). Extrinsic and intrinsic quality cues in Chinese consumers’ purchase of pork ribs. Food Quality & Preference, (42), 37-47.
• Kalaycı, Ş. (2005). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım A.Ş.
• Kotler, P., & Armstrong, G. (2004). Principles of Marketing, 9th Edition, Prentice Hall, New Jersey.
• Magalhaes, D.R., Maza, M.T., Prado, I.N.D., Fiorentini, G., Kirinus, J.K., & Campo, M.D.M. (2023). An Exploratory study of the purchase and consumption of beef: Geographical and cultural differences between Spain and Brazilian. Foods, 11, 129.
• Malhotra, N.K. (1993). Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization Debate. Georgia Institute of Technology, Altanta, USA.
• McLean, K.G., Hanson, D. J., Jervis, S.M., & Drake, M.A. (2017). Consumer perception of retail pork bacon attributes using adaptive choice-based conjoint analysis and maximum differential scaling. Journal of Food Science, 82(11), 2659-2668.
• Mesías, J.F., Fernández, J.A., Horrillo, A., & Escribano, A.J. (2023). An Approach to the perceptions of Spanish consumers on food sustainability through the use of projective techniques. New Medit, 22(1), 35-52.
• Murphy, M., Cowan, C., & Mehaan, H. (2004). A Conjoint analysis of Irish consumer preferences for farmhouse cheese. The National Food Centre, 106(4), 288-300.
• Noor, A.Y.M., Toiba, H., Stiawan, A.W.M, & Nutjannah, N. (2023). Indonesian consumers’ preferences and willingness to pay for certified vegetables: A Choice-Based Conjoint Approach. Journal of International Food & Agribusiness Marketing, 10, 4-26. DOI: 10.1080/08974438.2023.2187916
• Ong, A.K.S., Prasetyo, Y.T., Esteller, A.J.D., Bruno, J.E., Lagorza, K.C.O., Oli, L.E.T., Chuenyindee, K.T., Persade, S.F., & Nadlifatin, R. (2023). Consumer preference analysis on the attributes of Samgyeopsal Korean cuisine and its market segmentation: Integrating conjoint analysis and K-means clustering. PLoS ONE, 18(2), e0281948. DOI: https://doi.org/10.1371/journal.pone.0281948
• PTB, (2022). Polatlı Ticaret Borsası buğday fiyatları endeksi. Retrieved from: https://www.polatliborsa.org.tr/fiyat-endeksleri/bugday/bugday-fiyat-endeksi.
• PTB, (2022a). Polatlı Ticaret Borsası un fiyatları endeksi. Retrieved from: https://www.polatliborsa.org.tr/fiyat-endeksleri/un/un-fiyat-endeksi.
• Racette, C.M., & Drake, M.A. (2022). Consumer perception of natural hot-pepper cheeses. Journal of Dairy Science, 105(3), 2166–2179.
• Realini, C.E., Font i Furnols, M., Sanudo, C., Montossi, F., Oliver, M.A., & Guerrero, L. (2013). Spanish, French and British consumers’ acceptability of Uruguayan beef, and consumers’ beef choice associated with country of origin, finishing diet and meat price. Meat Science, (95), 14-21.
• Rojas-Downing, M.M., Nejadhashemi, A.P., Harrigan, T., & Woznicki, S.A. (2017). Climate change and livestock: Impacts, adaptation, and mitigation. Climate Risk Management, 16, 145-163.
• Roselli, L., Cicia, G., Cavallo, V., Giudice, T.D., Carlucci, D., Clodove, M.L., & Gennaro, B.D. (2018). Consumers' willingness to buy innovative traditional food products: The case of extra-virgin olive oil extracted by ultrasound. Food Research International, 108, 482-490.
• Schiano, A.N., Harwood, W.S., Gerard, P.D., & Drake, M.A. (2020). Consumer perception of the sustainability of dairy products and plant-based dairy alternatives. Journal of Dairy Science, 103(12), 11228–11243.
• Seo, S., & Kim, M.K. (2023). Consumers’ neophobic and variety-seeking tendency in food choices according to their fashion ınvolvement status: An exploratory study of Korean consumers. Foods, 12, 1278.
• Skreli, E., İmami, D., Chan, C., Canavari, M., Zhillima, E., & Pire, E. (2017). Assessing consumer preferences and willingness to pay for organic tomatoes in Albania: A conjoint choice experiment study. Spanish Journal of Agricultural Res., 15(3), 1-13.
• SPSS Conjoint 20.0 (2020). SPSS Conjoint User’s Guide, London: Chicago: IL.
• TEPGE (2022). Durum ve Tahmin, Buğday. TEPGE Yayın No: 362, ISBN: 978-625-8451-57-3. Retrieved from: http://arastirma.tarimorman.gov.te/tepge
• Topcu, Y. (2012). The integrated marketing approach as a rural development tool. In R.S. Adisa (Ed.), Rural development-contemporary ıssue and practices (pp. 257-282). Croatia: InTech-Open Access Publisher, ISBN: 978-953-307-942-4.
• Topcu, Y. (2019). Determining 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.
• Topcu, Y. (2019a). Bölge orjinli içme sütü profilleri için tüketicilerin ödeme istekliliği ve piyasa payları: Iğdır İli Örneği. TURJAF, 7(7), 981-988.
• Topcu, Y., & Sarı, M.M. (2019). Bölge orjinli konvansiyonel içme sütü tüketim memnuniyeti ve ödeme istekliliği: TRA 1 Bölgesi örneği. ICAFOP 3rd. International Conference, (pp. 1298), April 16-18, 2019, Trabzon, Turkey.
• Topcu, Y., & Çavdar, M. (2022). Tüketicilerin PGI tescilli Gümüşhane ev tipi dut ürünleri tüketim tercihleri: Gümüşhane örneği. Harran Tarım ve Gıda Bilimleri Dergisi, 26 (2), 214-227. DOI: 10.29050/harranziraat.1026266.
• TÜİK, (2022). Erzurum İlçe Nüfusları ve İlçelere Göre Hane Halkı Sayıları. Retrieved from: https://data.tuik.gov.tr/Kategori/GetKategori?p=Nufus-ve-Demografi-109
• TÜİK, (2023). Tüketici Fiyat Endeksleri (TÜFE). Retrieved from: https://data.tuik.gov.tr/Bulten/Index?p=Tuketici-Fiyat-Endeksi-Nisan-2023-49653.
• TÜİK, (2023a). Üretici Fiyat Endeksleri (ÜFE). Retrieved from: https://data.tuik.gov.tr/Bulten/Index?p=Yurt-Ici-Uretici-Fiyat-Endeksi-Nisan-2023-49396.
• Wang, B., Shen, C., Cai, Y., Liu, D., & Gai, S. (2022). The purchase willingness of consumers for red meat in China. Meat Science, 192, 108908.
• Widyaninggrum, D., & Muhammad, A.A. (2023). Customer preference in food vendor during the Covid-19 pandemic: A case study of university student. Earth Environmental Science, 1168, 012042. DOI: 10.1088/1755-1315/1168/1/012042.