Theoretical framework
Willingness to pay
The data was obtained from a survey carried out in the period of
December 2006 to February 2007 in order to specify demand for
some fresh and frozen food products of consumers in Izmir, one of
the three biggest provinces in Turkey. At the international seaport
of Izmir, an important part of total export and import of Turkey takes
place. Izmir is one of the most industrialized cities in Turkey where
the highest educated people with a high income level live
(Pazarlıolu et al., 2007).
The number of households within the central districts of Izmir
province constituted the population of the study. Population data
from the year 2000, obtained from the Turkish Statistical Institute
was used. The population of the central districts of Izmir province is
2232265 (TSI, 2000). Based on the assumption that an average
household consists of 4 members, it was calculated that there were
a total of 558066 households in the central districts of Izmir
province. The sample size was calculated using the proportional
sampling method (Newbold, 1995):