Tüketicilerin Balık Satın Alma Tercihlerinin Konjoint Analizi Kullanılarak Belirlenmesi: Türkiye Üzerine Bir Pilot Çalışma

Abstract

The emphasis of this study is to investigate, the relative importance of different attributes (fish type, production method, place of purchase and price) on consumer perception for the fish purchase decision-making process. The data employed in this paper were taken from a face to face cross-sectional survey conducted with 526 individuals in the biggest cities (Istanbul, Ankara, Izmir, Trabzon, Adana, Van, and Gaziantep) of the seven regions of Turkey during the period July-September 2018. The questionnaire was consisting of two parts; questions on socio-demographic characteristics of the sample and the choice card. The data were analyzed using descriptive statistics, and conjoint analysis by SPSS© 21. Results show that with regard to consumer perception, place of purchase is the most important product attribute for choosing fish. The importance is line-up as price, production method and fish type. Within the place of purchase options most preferred one is the fish markets. They also prefer wild fish, sea bass and logically minimum price level compared with the designated alternatives.