Determining Consumers’ Willingness to Pay According to Sensory Attributes of Erzurum Stuffed-Kadayif with Protected Geographical Indication

Yıl 2024, Cilt: 27 Sayı: 2, 430 - 442, 01.04.2024

Yavuz Topcu Tuba Güler

https://doi.org/10.18016/ksutarimdoga.vi.1307051

Öz

The aim of the study is to determine consumers’ willingness to pay (WTP) in view of the product contents and manufacturing type simulations from the product profiles based on the intrinsic and extrinsic attributes of Erzurum Stuffed-kadayif profiles with Protected Geographical Indication, and then to create marketing strategies focused on consumer satisfaction. In order to reach to these goals, the main material was composed of the primary data obtained from the consumers residing in Erzurum, and consuming Erzurum Stuffed-kadayif. For the methods of the research, K-means Cluster Analysis was used to segment homogenous consumer masses according to consumption frequencies, and CA-based choice model was also applied to calculate the total utilities for each consumer cluster and then to measure consumers’ WTPs for Erzurum Stuffed-kadayif. The results of the study highlighted that WTPs at higher prices were considerably accepted for the heavy and light users consuming Erzurum Stuffed-kadayif prepared with walnut core, but WTP sensitivities at lower prices for moderate users were given priority. Differentiated products in terms of product contents should be expanded for the masses with high price sensitivity and offered to their services at patisserie sales points. Homemade-type Erzurum Stuffed-kadayif designed with walnut interior, however, should be offered to sell intensively at manufacturer sales stores.

Anahtar Kelimeler

Conjoint Analysis, Erzurum Stuffed-kadayif, Homemade-type, Product content, Willingness to pay

Tüketicilerin Mahreç İşaretli Erzurum Kadayıf Dolması Duyusal Niteliklerine Göre Ödeme İstekliliğinin Belirlenmesi

Öz

Araştırmanın amacı, mahreç işaretli Erzurum Kadayıf Dolmasının içsel ve dışsal niteliklerine dayalı ürün profillerinden mamul içeriği ile üretim tekniği simülasyonlarına göre tüketicilerin ödeme istekliliklerini (WTP) belirlemek ve tüketici memnuniyeti odaklı pazarlama stratejileri oluşturmaktır. Bu amaçla, Erzurum ilinde ikamet eden ve Erzurum Kadayıf Dolması tüketen tüketicilerden elde edilen birincil veriler ana materyal olarak kullanılmıştır. Araştırma metodu olarak, tüketim sıklıklarına göre homojen tüketici kitlelerini oluşturmak için kümeleme analizi ve her bir kitlenin toplam faydası hesaplanmış ve ödeme istekliliğini (WTP) belirlemek için Conjoint Analiz (CA) tabanlı seçim modeli kullanılmıştır. Araştırmanın sonuçları, yoğun ve düşük düzeyde Erzurum Kadayıf Dolması tüketen tüketiciler için ceviz içi ile hazırlanmış ev tipi kadayıf dolmaları için yüksek fiyattan WTP önemli ölçüde kabul görmüştür, fakat ılımlı düzeyde tüketenler için ise düşük fiyattan WTP duyarlılığı ön plana çıkmıştır. Fiyat duyarlılığı yüksek olan kitleler için ürün içeriği bakımından mamul farklılaştırması genişletilmeli ve pastane satış noktalarında tüketicilerin hizmetlerine sunulmalıdır. Ancak fiyat duyarlılığı düşük olan kitleler için ceviz içi ile tasarlanmış ev tipi kadayıf dolmaları, imalatçı satış mağazalarında yoğun bir şekilde satışa sunulmalıdır.

Anahtar Kelimeler

Conjoint Analiz, Erzurum Kadayıf Dolması, Ev yapımı, Mamul içeriği, Ödeme istekliliği

Destekleyen Kurum

Herhangi bir destek alınmamıştır.

Kaynakça

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