Analyzing the Role of Demographic Variables in Red Meat Purchasing Decision: The Case of Iğdır Province

Yıl 2025, Cilt: 8 Sayı: 2, 178 - 185, 15.03.2025

Osman Doğan Bulut

https://doi.org/10.47115/bsagriculture.1623461

Öz

Red meat has an important place for a balanced and healthy diet. Researching red meat consumption is important to address many health, environmental and cultural issues. This study aims to determine the relationship between consumers' socio-economic characteristics, which are gender, income, education level, and criteria of red meat purchasing decision. The sample size was determined using the simple random sampling method. A survey based on face-to-face interviews was conducted with 384 consumers residing in the Iğdır province. The Mann-Whitney-U Test and Kruskal-Wallis Test were used in the statistical analysis of the study. It was determined that female consumers gave more importance to criteria such as food safety and whether the product was oily or not (P<0.05). Similarly, it was determined that price sensitivity decreased with the increase in income level, but health-related elements such as food safety became more prominent (P<0.01). It was observed that as the level of education increased, the importance given to whether the products were locally sourced also increased (P<0.05). These results can guide the determination of target market strategies for the red meat sector and the development of products and services to meet consumer expectations.

Anahtar Kelimeler

Red meat, Purchasing decision criteria, Consumer preferences, Iğdır

Etik Beyan

The author confirm that the ethical policies of the journal, as noted on the journal's author guidelines page, have been adhered to. The experimental procedures were approved by Scientific Research and Publication Ethics Board Chairmanship of Iğdır University (Approval date and number: 14.08.2024/No: 23).

Teşekkür

The author acknowledge the scientific support from Prof. Dr. Köksal KARADAŞ about the feasibility of the research topic and express their sincere gratitude for his help.

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