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

Yıl 2023, Cilt: 27 Sayı: 4, 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

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