Determination of Factors Affecting Potato Consumption Preferences Behaviors of Consumers by Analytic Hierarchy Process: The Case of Erzurum Province

The study was conducted in Erzurum province to determine the factors that affect consumers' preferences in potato consumption. For this purpose, 281 consumers were interviewed in 2017 and Analytical Hierarchy Method was used in the analysis of obtained data. According to the results, consumers consumed an average of 10.42 kg potato and spent10.46 TL. per month. Consumers pay more attention to the taste while buying potatoes, followed by palate tastes, color and price. While the consumers in the research region are buying potatoes, they firstly place importance on criteria of "Hasankale", then "Ahlat" and "Nevsehir" respectively. Potato producers and the institutions and organizations that are active in the sector should make production considering the taste, palate taste, habit and color choices, which affect the purchasing preferences of potatoes, resulting in an increase in producers’ income and in the utility level of consumers