Volume 25, Issue 6 (2023)                   JAST 2023, 25(6): 1251-1264 | Back to browse issues page

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Akpinar M G, Gül M, Tascioglu Y, Karlı B, Kadakoglu B, Sirikci B S, et al . Determination of a Market-Oriented Optimum Product Component in the Agricultural Sector by Conjoint Analysis: Potato Crop Scenario. JAST 2023; 25 (6) :1251-1264
URL: http://jast.modares.ac.ir/article-23-61959-en.html
1- Faculty of Agriculture, Department of Agricultural Economics, Akdeniz University, Antalya, Turkey.
2- Faculty of Agriculture, Department of Agricultural Economics, Isparta University of Applied Sciences, Isparta, Turkey.
3- Faculty of Agriculture, Department of Agricultural Economics, Akdeniz University, Antalya, Turkey. , ytascioglu@akdeniz.edu.tr
4- Eskil Vocational School–Aksaray, Turkey.
5- Eastern Mediterranean Agricultural Research Institute Directorate-Adana, Turkey.
Abstract:   (316 Views)
Determination of the optimum product components that would provide all actors is essential for agricultural products. Examining the most desired product characteristics for potatoes within the domestic market to contribute welfare and sustainability of a market-oriented agricultural production is of great importance for producers, intermediaries, and the community. In the present study, 3072 cross-sectional data acquired from consumers via face-to-face survey was used to determine optimum potato characteristics utilizing a multivariate Conjoint Analysis. It was found that potato has been consumed in fresh form in the domestic market. The factors affecting purchasing decision appeared to be 22.20% price, 20.22% sales point, 15.07% crust type, 22.13% crust color, and 13.23% view and package. The optimum product component scenario with a maximum utility value of 2.990 for the consumer at the community level was composed of the sales channels: local street market, price level: low (suitable), crust type: thin, crust color: yellow, view and product supply: 3 kg net, and scaling, and service: necessary. With the optimum product component set developed in the study, a market-oriented production model was determined for potatoes. Directing production within the determined scenario was considered a new way to assure sustainability of consumer and producer satisfaction and to solve market-related problems.
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Article Type: Original Research | Subject: Agricultural Economics/Agriculture Marketing and Supply Chains
Received: 2022/06/2 | Accepted: 2022/11/2 | Published: 2023/12/2

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