Tüketicilerin keçi sütüne yönelik satın alma niyetlerinin belirlenmesi: Akdeniz Bölgesi örneği

Yıl 2019, Cilt: 34 Sayı: 3, 289 - 295, 15.10.2019

Osman İnanç Güney , Levent Sangün

https://doi.org/10.7161/omuanajas.560984

Cited By: 2

Öz

Keçi sütünün günlük gıda tüketimindeki önemi her geçen
gün artmaktadır. Bu çalışma keçi sütü tüketimine etki eden faktörleri
belirlemeyi amaçlamaktadır. Araştırmanın materyalini Adana ve Mersin illerinde
uygulanan yüz yüze tüketici anketleri oluşturmuştur. Anketin örneklem
büyüklüğü, sınırsız popülasyon koşulları altında 518 tüketici olarak (kolayda
örnekleme yöntemi kullanılarak) belirlenmiştir. Bu bağlamda, keçi sütü tüketimi
ve satın alma niyetlerini test etmek için çok değişkenli bir probit modeli
tasarlanmıştır. Çalışmanın sonuçları, satınalma yeri, şişe tipi, koku, marka,
peynir tüketimi ve memleket faktörlerinin keçi sütü tüketimi ve satın alma
faaliyetleri ile ilişkili olduğunu göstermektedir. Bu sonuçlar, tüketicinin
keçi sütündeki tutumunu anlamak ve gelecekteki ticari hedefleri ve üretim
stratejilerini belirlemek için yararlı olabililecektir.

Anahtar Kelimeler

Keçi sütü, Tüketim, Probit model, Satın alma davranışı, Türkiye

Destekleyen Kurum

Çukurova Üniversitesi Bilimsel Araştırma Projeleri Birimi

Proje Numarası

FBA-2017-8251

Determination of consumers' intention to purchase goat milk: the case of the Mediterranean Region

Öz

Goat milk has
increasing importance in daily food consumption of individuals. This study aims
to determine the factors that have influence on goat milk consumption. The
research was conducted based on a face to face consumer survey which was
applied in the two cities of the south-east part of Turkey, Adana and Mersin.
The sample size of the survey was determined as 518 consumers depend on
convenience sampling in case of unlimited population size. In this regard, a
multivariate probit model was designed to test the intentions for goat milk
consumption and purchase. The result of the study shows that place of purchase,
bottle type, odour, brand, cheese consumption and homeland are the related
factors with goat milk consumption and purchase activities. These results could
be useful for understanding consumer attitude towards goat milk and to identify
commercial targets and production strategies in future.

Anahtar Kelimeler

Goat milk, Consumption, Probit model, Purchase behaviour, Turkey

Proje Numarası

FBA-2017-8251

Kaynakça

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