Determination of consumers’ fresh fruit and vegetable (FFV) purchasing preferences during the Covid-19 pandemic period: the case of Turkey

Year 2022, , 567 - 577, 31.12.2022

Osman Doğan Bulut , Zeynep Çelik Kaysim , Köksal Karadaş

https://doi.org/10.20289/zfdergi.1107062

Cited By: 1

Abstract

Objective: The objective of this study was to determine the preference criteria for purchasing fresh fruits and vegetables (FFV) and for where FFV is sold according to thesocio-economic characteristic of consumers during the Covid-19 pandemic.
Material and Methods: In order to meet the above objective, an online survey was conducted. A sample of 720 respondents was selected from the residents of all cities in Turkey using the snowball method, which is one of the non-probability sampling methods. Mann-Whitney U and Kruskal Wallis tests were used to examine the statistical relationship between socio-economic characteristics and preference criteria.
Results: The most important criterion are respectively freshness, taste/smell and food safety for purchasing FFV products. Besides, when choosing the place to be purchased, the most important criteria are respectively freshness, hygiene of place and hygiene of staff. Women give more importance to freshness of pruducts compared to males (p<0.05). The importance given to the hygiene of the product and place increases as the education level increases (p<0.05).
Conclusion: The results could provide valuable insights to farmers, retailers and wholesalers targeting FFV consumers. It is recommended that the priority of price should be replaced by the priority of freshness, safety and hygiene. Only in this way can all players in the FFV marketing chain offer a better functioning system.

Keywords

covid-19, fresh fruit, fresh vegetables, consumer preferences

Covid-19 pandemi döneminde tüketicilerin yaş meyve ve sebze satın alma tercihlerinin belirlenmesi: Türkiye örneği

Abstract

Amaç: Covid-19 pandemi sürecinde tüketicilerin yaş meyve ve sebze (YMS) satın almada tercih kriterleri ile bu ürünlerinin satın alındığı yer için tercih kriterlerinin sosyo-ekonomik özelliklere göre belirlenmesi amaçlanmıştır.
Materyal ve Yöntem: Çevrimiçi anket çalışması yapılmıştır. Olasılıksız örnekleme tekniklerinden biri olan kartopu örnekleme yöntemi kullanılarak, Türkiye'nin tüm illerinde ikamet eden kişiler arasından 720 kişilik bir örneklem seçilmiştir. Sosyo-ekonomik özellikler ile tercih kriterleri arasındaki istatistiksel ilişkiyi incelemek için Mann-Whitney U ve Kruskal Wallis testleri kullanılmıştır.
Araştırma Bulguları: YMS ürünleri satın alınırken en çok önem verilen kriterler sırasıyla ürün tazeliği, tat/koku özelliği ve gıda güvenliğidir. Satın alınacak yer seçiminde ise sırasıyla mekandaki ürünlerin tazeliği, mekan ve personelin hijyenidir. Kadınlar erkeklere göre tazeliğe daha fazla önem vermektedir (p<0.05). Eğitim düzeyi yükseldikçe ürün ve mekan hijyenine verilen önem artmaktadır (p<0.05).
Sonuç: Bu çalışma, YMS tüketicilerini hedefleyen çiftçilere, perakendecilere ve toptancılara değerli bilgiler sunmaktadır. YMS pazarlama zincirindeki tüm aktörler fiyat öncelikli yaklaşım yerine tazelik, güvenlik ve hijyen öncelikli yaklaşım edinmelidirler. Ancak bu şekilde tüketici taleplerini karşılayan bir sisteme katkı sağlanmış olunacaktır.

Keywords

covid-19, yaş meyve, yaş sebze, tüketici tercihleri

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