Analysis of Turkish traditional food regarding e-business and e-marketing
2016
Serefoglu, C., Ankara Development Agency (Turkey)
Turkish traditional food producers are mainly subsistence and semi-subsistence farmers who have a limited marketing knowledge. They thus encounter a significant number of problems during the supply chain due to the lack of capital, awareness and equipment, as well as underutilized resources and insufficient rural infrastructure. They are also not actively encouraged by the policies implemented at the regional level. The majority of the food reaches consumers either directly (the less common purchases from the farmer) or via a number of intermediaries. If the current volume of traditional food is compared with the past production volume, it can be clearly seen that there is a sharp decrease in the production in contrast to the rapidly increasing population. This study aims to find willingness of Turkish consumers to pay for a MarketMaker website – an electronic trading platform of traditional products in Turkey. The estimations rely on data collected from 157 persons covering all regions in Turkey through an online survey in August, 2015. The average willingness to pay (WTP) annually was found to be about 32 Turkish Liras (TRY) for all observations including zero bids and TRY 164 excluding zero bids. The results of the probit model show that age, marital status and shopping in traditional food markets were identified by the model to have a significant impact on the probability of WTP.
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