APPLICATION OF CONJOINT ANALYSIS TO DETERMINE CONSUMERS' RED MEAT PREFERENCES IN SIIRT PROVINCE

The aim of this paper is defining consumers' preferences for the red meat in Siirt Province. This paper illustrates the conjoint analysis application in determining consumers' preferences for the attributes of red meat according to the amount of consumption. Multiple regression analysis used for determination most valued attributes and their levels. A random sample of 160 red meat consumers was interviewed in Siirt Province. They were asked to provide demographic information and responses to several survey questions, as well as to participate in a conjoint analysis study. For the survey portion of the interview, respondents were asked to assess the importance of the following attributes: meat type, purchasing sources and price. As a result of the study, it was found that relative importance of attributes for the regular consumers were 48.8% price, 30.7% purchasing source, 20.5% meat type, and for non-regular consumers were 37.3% meat type, 34.3% price and 28.4% purchasing source. Determination coefficients of the models for regular and non-regular consumers were found as 99.3% and 99.2%, respectively.