TÜRKLERİN GIDA TERCİHLERİNDE ETKİLİ OLAN MOTİVASYONLARIN BELİRLENMESİ

Öz

Tüketicilerin gıda tercihlerinde etkili olan motivasyonların belirlenmesi, yiyecek-içecek üretimi ve hizmeti sunan işletmeler için oldukça önemlidir. İşletmeler, bu motivasyonların neler olduğunu tespit ettiği taktirde belirlemiş oldukları amaçlara ulaşabileceklerdir. Bu kapsamda, yapılan akademik çalışmalar incelendiğinde daha çok yabancı turistlerin gıda tercihleri ile ilgili araştırmaların yapıldığı belirlenmiştir. Bu çalışmada, Türklerin gıda tercihlerinde etkili olan motivasyonların belirlenmesi amaçlanmıştır. Araştırmada veri toplama aracı olarak anket kullanılmıştır. Anket iki bölümden oluşmakta; ilk bölümde katılımcıların demografik özelliklerini belirlenmeye yönelik 6 soru, ikinci bölümde ise katılımcıların günlük gıda seçimlerinde önem verdiği unsurları belirlemeye yönelik 44 ifade bulunmaktadır. Araştırma sonucunda; Türklerin yemek seçimlerinde en etkili olan faktör duyusal faktördür. Duyusal faktörü sırasıyla; fiyat, uygunluk ve mevcudiyet, ruh hali, doğal gıda, sağlık, ekolojik, kilo, inanç ve aşinalık, politik neden faktörleri izlemektedir

Anahtar Kelimeler

• Gıda,Tercih,Gastronomi,Türkler,Motivasyon

Determination of Effective Motivations in Turks Food Preferences

Öz

Identfiying consumers’ motivations that effect on food choice is highly important for the companies which produce and service food and beverage. In case of companies identify what those motives are, they will reach their goal. In this context; when researches are reviewed, they are mostly about the motives of foreign tourists is seen. According to this study, the main purpose is determine the motivations that affect food choices of Turkish people. Data collection tool of this research is survey. Questionnaire consists of 2 sections; at the first section 6 questions are aimed at identify the demographic features’ of participants. Second section includes 44 expressions is aimed at identify the facts of daily food choice that participants attach importance to. As a result of the research; The most effective factor in Turks food choices is the sensory factor. Sensory factor is followed by price, suitability and availability, mood, natural food, health, ecological, weight, faith and familiarity, political causative factors

Anahtar Kelimeler

• Food,Preference,Gastronomy,Turks,Motivation

Kaynakça

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