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

Yıl 2019, Cilt: 34 Sayı: 3, 268 - 278, 15.10.2019

Yavuz Topcu

https://doi.org/10.7161/omuanajas.515077

Öz

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.

Anahtar Kelimeler

Conjoint Analiz, Ordinal fayda, Orthogonal dizayn, Tüketim memnuniyeti

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

Öz

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. 

Anahtar Kelimeler

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

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