Journal of Food, Agriculture and Environment

The analysis of households’ purchasing preferences for fruit juice in Turkey

Author(s):

Mevlüt Gül ¹*, M. Göksel Akpinar ², Erdal Dağistan ³

Recieved Date: 2012-06-08, Accepted Date: 2012-09-20

Abstract:

Fruit juice market gains more importance in gradually developing food and drink markets. In parallel with the development in world, fruit juice consumption shows rising trend in Turkey. With its rising product range in shelf, fruit juice gains more share from consumers’ drink purchase basket. This trend leads companies to realize innovations by rising product range and developing local marketing activities. The aim of this study was to determine the consumer preferences and to help firms about product development. In the scope of this study, Mediterranean region was taken as the example of Turkey and face to face interviews were performed with 1152 households. By analyzing the obtained primary data with Conjoint Analyzing Technique, fruit juice qualification set was prepared in order to maximize the consumer benefit. According the survey results, product types (orange, sour cherry etc.) were determined as the most important factor on consumers’ fruit juice purchasing preferences with the rate of 28.34%. Other important factors were found as price level (16.83%), having an international quality and food safety certificates (16.14%), being organic or not (15.21%), production methods (13.06%) and containing sugar additive or not (10.43%). The qualification set of fruit juice which maximizes consumer satisfaction was determined as “the orange juice which is 100% fruit juice, without sugar additive, organic and has international quality and food safety certificates and affordable price”. 

Keywords:

Fruit juice, consumer preferences, purchasing behavior, conjoint analysis

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Journal: Journal of Food, Agriculture and Environment
Year: 2012
Volume: 10
Issue: 3&4
Category: Food and Health
Pages: 119-123

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