Abstract:

The aim of the research is to design Erzurum Stuffed-kadayif profiles with Protected Geographical Indication, and to determine maximum utilities by calculating the total utilities provided from the product profiles for each consumer segment. In order to achieve these goals, the main material was composed of the primary data obtained from the consumers residing in Erzurum, and consuming Erzurum Stuffed-kadayif. In addition, K-means Cluster Analysis was used to segment homogenous consumer masses according to consumption frequencies; CA-based choice model was also applied to calculate the total utilities for each consumer cluster. The results of the study highlighted that the product profile maximizing the total utilities of the light users consuming Erzurum stuffed-kadayif was designed with medium price levels (₺140) at restaurant selling points under the local brands of the large size-homemade stuffed-kadayif prepared with the core of pistachio. On the other hand, the product profile maximizing the total utilities of the medium and heavy users consuming this product was also analyzed as the low price levels (₺120) at manufacturer selling points under the national brands of the middle size-homemade stuffed-kadayif prepared with the core of walnut. Offerings of the product profiles maximizing the total utilities of each consumer cluster for the stuffed-kadayif sold at accessible retailers could allow both the consumers to maximize the total utility and the suppliers to achieve sustainable production and higher benefit in view of food safety and security along short supply chain.