Determination of Consumer Preferences for Goose Meat Using Conjoint Analysis

Abstract

This study examines the consumer preferences for goose meat purchases of consumers who had previously purchased goose meat. The main purpose of this study is to determine which factors are more important for consumers when purchasing goose meat. Accordingly, the conjoint analysis technique, which is one of the multivariate statistical analysis methods, is used to determine the factors affecting goose meat purchases and the reasons for preferring goose meat. According to data of the Turkish Statistical Institute (TURKSTAT) for 2019, 44.07% of the goose population of Turkey (1,157,049) spread among the provinces of Kars (27.26%), Ardahan (8.68%), and Mus (8.13%). A sample of 172 people was selected by using the convenience sampling technique, one of the non-probability sampling methods, among the people who lived or have been living in these provinces and consumed goose meat. Market research and a questionnaire, which was prepared to determine consumer preferences, were conducted on this sample. According to the results of the analysis, the most significant factor determining the consumer preference for goose meat was found to be the price of goose meat per kilo (37.3%). This was followed by the region where the goose was raised (32.8%), the place where the goose meat was sold (21.6%), and the presence of the product label (8.3%) with the identification information of the product. Considering the results of the data obtained from the study, it is thought that the market share of the goose meat will increase if its recognition is increased by applying a reasonable pricing strategy, and standardizing the quality of the product.