An Empirical Examination of Consumer Consumption for Honey in Turkey

Year 2023, Volume: 12 Issue: 3, 40 - 50, 31.12.2023

Rüveyda Yüzbaşıoğlu

Abstract

The aims of this study were to investigate the factors affecting honey consumption of consumers and to reveal consumer preferences in honey consumptions in Turkey. The results obtained in this study are useful for the companies in honey market to improve their policies. Face to face questionnaires were carried out in 2019 with 3587 honey consumers living in 12 central districts of Turkey. Average annual honey consumption per capita was only 1.05 kg. The factors which consumers pay attention while purchasing honey are quality (83.44%), brand (68.30%), price (61.75%), package (58.82%) and advertisement (36.47). The factors affecting honey consumption of consumers were determined by binary logit analysis. The results revealed that age, level of education, marital status, number of individuals in a household, income, advertisement and health status have statistically significant effect on honey consumption. The results showed that value-based pricing strategy, promotional approaches, advertising campaigns, quality and standardization are important factors for honey producers to increase their market share.

Keywords

Honey, Consumer, Preferences, Binary Logit Analysis, Turkey

An Empirical Examination of Consumer Consumption for Honey in Turkey

Abstract

Bu çalışmanın amacı, tüketicilerin bal tüketimini etkileyen faktörleri araştırmak ve Türkiye'de bal tüketiminde tüketici tercihlerini ortaya koymaktır. Bu çalışmada elde edilen sonuçlar, bal piyasasındaki firmaların politikalarını iyileştirmeleri açısından faydalıdır. 2019 yılında Türkiye'nin 12 merkez ilçesinde yaşayan 3587 bal tüketicisi ile yüz yüze anket yapılmıştır. Kişi başına ortalama yıllık bal tüketimi sadece 1,05 kg idi. Tüketicilerin bal satın alırken dikkat ettikleri unsurlar kalite (%83,44), marka (%68,30), fiyat (%61,75), ambalaj (%58,82) ve reklamdır (%36,47). Tüketicilerin bal tüketimini etkileyen faktörler ikili logit analizi ile belirlenmiştir. Sonuçlar, yaş, eğitim düzeyi, medeni durum, hanedeki kişi sayısı, gelir, reklam ve sağlık durumunun bal tüketimi üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğunu ortaya koymuştur. Sonuçlar, değere dayalı fiyatlandırma stratejisinin, promosyon yaklaşımlarının, reklam kampanyalarının, kalitenin ve standardizasyonun bal üreticilerinin pazar paylarını artırmalarında önemli faktörler olduğunu göstermiştir.

Keywords

Bal, Tüketim, Tercih, Binary logit analizi, Türkiye

References

• Alvarez-Suarez, J.M., Giampieri, F., González-Paramás, A.M., Damiani, E., Astolfi, P., Martinez-Sanchez, G., Bompadre, S., Quiles, J.L., Santos-Buelga, C., Battino, M. 2012. Phenolics from monofloral honeys protect human erythrocyte membranes against oxidative damage. Food Chem, Toxicol. 50, 1508–1516.
• Arvanitoyannis, I., Krystallis, A. 2006. An empirical examination of the determinants of honey consumption in Romania. International Journal of Food Science & Technology, 41, 1164e1176. http://dx.doi.org/10.1111/j.1365-2621.2006.01174.x.
• Batt, P. J., Liu, A. 2012. Consumer Behaviour Towards Honey Products in Western Australia. British Food Journal 114 (2): 285–297. doi:10.1108/00070701211202449.
• Brščić K., Šugar T., Poljuha D. 2017. An empirical examination of consumer preferences for honey in Croatia. Applied Economics, 49 (58), 5877–5889. https://doi.org/10.1080/00036846.2017.1352079
• Ćirić, M., Ignjatijević, S., Cvijanović, D. 2015. Research of honey consumers´ behaviour in province of Vojvodina. Economics of Agriculture, vol. 62, no. 3, p. 627-644.
• Cosmina, M., Gallenti, G., Marangon, F., Troiano, S. 2015. Attitudes Towards Honey among Italian Consumers: A Choice Experiment Approach. Appetite, 1 06 p:110-116.https://doi.org/10.1016/j.appet.2016.08.005.
• Crittenden, N.A. 2011. The importance of honey consumption in Human Evolution. Food and Foodways: Explorations in the History and Culture of Human Nourishment, vol. 19, no. 4, p. 257-273.
• FAO - Food and Agricultural Organization of the United ations, FAOSTAT. (2018). www.fao.org/faostat/en/#data/FBS, (Accessed 1th January 2020).
• Gámbaro, A., Ares, G., Giménez, A., Pahor, S. 2007. Preference Mapping of Color of Uruguayan Honeys. Journal of Sensory Studies 22 (5): 507–519. doi:10.1111/j.1745-459X.2007.00125.x.
• Guziy, S., Šedík, P., Horská, E. 2017. Comparative study of honey consumption in Slovakia and Russia. Potravin. Slovak J. Food Sci., 11, 472–479.
• Gyau, A., Akalakou, C., Degrande, A., Biloso, A. 2014. Determinants of consumer preferences for honey in the democratic Republic of Congo. Journal of Food Products Marketing, 20(5), 476e490. http://dx.doi.org/10.1080/10454446.2013.807405.
• Herrmann, O.R., Rauniyar, G.P., Hanson, G.D., Wang, G. 1994. Identifying frequent seafood purchasers in the Northeastern U.S.. Agricultural and Resource Economics Review. October:227-235.
• Ho-Shui, L., Houston, J.E., Wang, S., Hwang-Jaw, L. 2000. Factors affecting consumer preferences for fish in Taiwan. http://oregonstate.edu/Dept/IIFET/2000/papers/ houstonli2.pdf.
• Ismaiel, A.Z.S., Al-Ghamdi, S.A.K.A.A., Adgaba, S. 2014. Qualitative Factors Affecting the Price and Demand of Honey in Saudi Arabia. Australian Journal of Basic and Applied Sciences, vol. 8, no. 10, p. 199-206. https://doi.org/10.4236/fns.2014.517186
• Jensen, J.D., Mørkbak, M.R. 2013. Role of gastronomic, externality and feasibility attributes in consumer demand for organic and local foods: the case of honey and apples. International Journal of Consumer Studies, 37(6), 634e641. http://dx.doi.org/10.1111/ijcs.12049.
• Kearney, M., Kearney, J.M., Dunne, A., Gibney, M.J. 2000. Sociodemographic determinants of perceived influences on food choice in a nationally representative sample of Irish adults. Public Health Nutr. 3, 219–226.
• Kowalczuk, I., Jezewska-Zychowicz, M., Trafiałek, J. 2017. Conditions of honey consumption in selected regions of Poland. Acta Sci. Pol. Technol. Aliment. 16, 101–112.
• Krystallis, A., Petrovici, D., Arvanitoyannis, I.S. 2007. From Commodities to the Consumption of Quality Foods in Eastern European Context. Journal of East-West Business 12 (4): 5–37. doi:10.1300/J097v12n04_02.
• Lanfranchi, M., Alibrandi, A., Zirilli, A., Sakka, G., Giannetto, C. 2019. Analysis of the wine consumer’s behavior: an inferential statistics approach. British Food Journal Vol. 122 No. 3, pp. 884-895.
• Manrique, J., Jensen, H.H. 1998. Spanish household demand for seafood products. Journal of Agricultural Economics. 52(3):22-37.
• Mohamadi-Nejad, A., Lotfi, A., Radfar, R. 2013. Estimating the qualitative pricing model of honey in Iran. Journal of Basic and Applied Scientific. Research, 3(1), 483-487.
• Murphy, M., Cowan, C., Henchion, M., Reilly. S.O. 2000. Irish Consumer Preferences for Honey: A Conjoint Approach. British Food Journal 102 (8): 585–598.
• Nayga, R.M., Capps, O. 1995. Factors affecting the probability of consuming fish and shellfish in the away from home and at home markets. Journal of Agriculture and Applied Economics. 27(1): 16I-171.
• Parvanov, P., Dinkov, D. 2012. More insight into organic bee honey processing, storage and shelf life. Bulgarian Journal of Veterinary Medicine, 15(3), 206-210. http://www.cabi.org/cabdirect/FullTextPDF/2012/20123321207.pdf
• Pocol, C.B. (2011). Modelling the honey consumption behaviour in Romania by using socio-demographic determinants. African Journal of Agricuture Research. vol. 6, no. 17, p. 4069-4080.
• Pocol, C.B. (2012). Consumer preferences for different honey varieties in the North West Region of Romania. Agronomy Series of Scientific Research, vol. 55, no. 2, p. 263-266.
• Pocol, C.B., Teselios, C.M. 2012) Socio-economic determinants of honey consumption in Romania. Journal of Food, Agriculture & Environment, 10, 18-21. http://dx.doi.org/10.1111/ijcs.12046.
• Pocol, C. B., Bolboacă, S. D. (2013). Perceptions and trends related to the consumption of honey: A case study of North-West Romania. International Journal of Consumer Studies, vol. 37, no. 6, p. 642-649. https://doi.org/10.1111/ijcs.12046
• Pocol, C.B., Ványi, G.A. 2012. A comparison between Hungarian and Romanian consumption. Bulletin UASVM, vol. 69, no. 2, p. 244-252.
• Pocol, C.B., Teselios, C.M. 2012. Socio-economic determinants of honey consumption in Romania. J. Food Agric. Environ. 10, 18–21.
• Puduri, V.S., Govindasamy, R., Myers, J.J., O'Dierno, L.J. 2011. Consumer attitude towards pricing of live aquatic products. Aquaculture Economics & Management. 15(2):118-129.
• Roman, A., Popiela-Pleban, E., Kozak, M., Roman, K. 2013. Factors influencing consumer behavior relating to the purchase of honey part 2. product quality and packaging. Journal of apicultural science, vol. 57, no. 2, p. 175-185. https://doi.org/10.2478/jas-2013-0027
• Romero-Silva, S., Angel Martinez, R.M., Romero-Romero, L.P., Rodriguez, O., Gerardo Salas, C., Morel, N., Lopez-Munoz, F.J., Lima-Mendoza, L.A.L., Bravo, G. 2011. Effects of honey against the accumulation of adipose tissue and the increased blood pressure on Carbohydrate-Induced obesity in rat. Lett. Drug Des. Discov. 8, 69–75.
• Saner, G., Yercan, M., Engindeniz, S., Karaturhan, B., Cukur. F. 2007. Alternative Marketing Strategies for Honey and Other Bee Products in Turkey. Journal of Agricultural & Food Information 8 (4): 65–74. doi:10.1080/10496500802083690.
• Šánová, P., Svobodová, J., Hrubcová, B, Šeráková, P. 2017. Segmentation of Honey Buyers’ Behaviour by Conjoint Analysis. Scientia Agriculturae Bohemica, 48(1), 55–62. https://doi.org/10.1515/sab-2017-0008.
• Schifani, G., Romeo, P., Guccione, G.D., Schimmenti, E., Columba, P., Migliore, G. 2016. Conventions of quality in consumer preference toward local honey in southern italy: Acces la success acces la success. Calitatea, 17(153), 92-97.
• Šedík, P., Kňazovická, V., Horská, E., Kačániová, M. 2018. Consumer sensory evaluation of honey across age cohorts in Slovakia. Potravinartvo Slovak Journal of Food Sciences: Vol. 12 No. 1
• Semerci, A. 2017. Overall Situation of Beekeeping in Turkey and Future Prospects. Journal of Agricultural Faculty of Mustafa Kemal University, 22, 107-118.
• Tambi, N.E. 2001. Analysis of household attitudes towards the purchase of livestock products and fish in Cameroon. Agricultural Economics. 26:135-147.
• Testa, R., Asciuto A., Schifani, G., Schimmenti E., Migliore, G. 2019. Quality Determinants and Effect of Therapeutic Properties in Honey Consumption. An Exploratory Study on Italian Consumers. Agriculture, 9(8), 174; https://doi.org/10.3390/agriculture9080174
• Thoma L., Kokthi E., Kelemen-Erdős A. 2018. Analyzing Consumer Preferences for Honey: Empirical Evidence from Albania. 17th International Conference on Management, Enterprise, Benchmarking. Proceedings p:162-176.
• Thomé, K.M., Pinho, G.M., Hoppe, A. 2019. Consumption values and physical activities: consumers’ healthy eating choices. British Food Journal. 121, 590–602.
• TURKSTAT, 2019. beekeeper statistics. http://www.tuik.gov.tr/PreTablo.do?alt_id=1002 (Accessed 1th January 2020).
• Ványi, Á.G., Csapó, Z., Kárpáti. L. 2011. Evaluation of Consumers’ Honey Purchase Habits in Hungary. Journal of Food Products Marketing 17 (2–3): 227–240. doi:10.1080/10454446.2011.548293.
• Wu, S., Fooks, J., Messer, K., Delaney, D. 2014. Consumer demand for local honey: An artefactual field experiment. Applied economics and statistics. University of Delaware. https://d2vsp3qmody48p.cloudfront.net/wp-content/uploads/2014/03/APECRR14-08.pdf (Accessed 27.01.2020).
• Yeow, S.H.C., Chun, S.T.S., Yeow, J.A., Tan, K.S. 2013. Consumer Purchase Intentions and Honey Related Products. Journal of Marketing Research & Case Studies, vol. 2013, p. 1-15. https://doi.org/10.5171/2013.197440
• Zorbasa, C., Eylesb, H., Orellanac, L., Peetersa, A., Mhurchub, C.N., Riesenberga, D., Backholera, K. 2020. Do purchases of price promoted and generic branded foods and beverages vary according to food category and income level? Evidence from a consumer research panel. Appetite 144, 104481, p:1-11. https://doi.org/10.1016/j.appet.2019.104481