Demand analysis for frozen food in Turkey: Case of Izmir


BEKTAS Z. , MIRAN B., UYSAL Ö. , GÜNDEN C. , Cankurt M.

AFRICAN JOURNAL OF AGRICULTURAL RESEARCH, vol.6, no.6, pp.1508-1518, 2011 (Journal Indexed in SCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 6 Issue: 6
  • Publication Date: 2011
  • Title of Journal : AFRICAN JOURNAL OF AGRICULTURAL RESEARCH
  • Page Numbers: pp.1508-1518
  • Keywords: Frozen food, Heckman two stage estimation method, willingness to pay, Turkey, MIGRATION, SELECTION, EARNINGS

Abstract

The aim of this study was to analyse the frozen food demand among consumers in Izmir, one of the three biggest provinces in Turkey. The study used a questionnaire survey of 271 randomly selected consumers; data was collected between December 2006 and February 2007. Heckman models were used for demand estimates. From demand estimates, price elasticity was found to be -0.53 for potatoes, -0.49 for peas, -0.28 for green beans, -0.80 for strawberries and -0.69 for cherries. The study calculated price premium that consumers would be willing to pay for consuming frozen food. It was found that consumers would pay an 82% price premium for frozen peas; 108% for frozen strawberries; and 130% for frozen cherries. It was found that consumers were not willing to pay a price premium for frozen potatoes or frozen green beans.