African Journal of Agricultural Economics and Rural Development

African Journal of Agricultural Economics and Rural Development ISSN 2375-0693 Vol. 10 (1), pp. 001-011, January, 2022. © International Scholars Journals

Full Length Research Paper

Analysis of frozen food demand among consumers in Izmir, Turkey

Zerrin Kenano lu Bekta1*, Bülent Miran1, Özlem Karahan Uysal1, Cihat Günden1 and Murat Cankurt2

1Department of Agricultural Economics, Faculty of Agriculture, Ege University, Bornova-Izmir, Turkey.

2Department of Agricultural Economics, Agriculture Adnan Menderes University, Faculty of Agriculture, Aydın, Turkey.

Accepted 12 September, 2021

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.

Key words: Frozen food, Heckman two stage estimation method, willingness to pay, Turkey.