Determination of a Market-Oriented Optimum Product Component in the Agricultural Sector by Conjoint Analysis: Potato Crop Scenario

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, ۳۰۷۲ 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 ۲۲.۲۰% price, ۲۰.۲۲% sales point, ۱۵.۰۷% crust type, ۲۲.۱۳% crust color, and ۱۳.۲۳% view and package. The optimum product component scenario with a maximum utility value of ۲.۹۹۰ 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: ۳ 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.

Keywords:

Agricultural market , Consumer , Conjoint Analysis , Potato , Türkiye.