An Empirical Examination of Consumer Consumption for Honey in Turkey

Öz

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.

Anahtar Kelimeler

• Honey
• Consumer
• Preferences
• Binary Logit Analysis
• Turkey

An Empirical Examination of Consumer Consumption for Honey in Turkey

Öz

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.

Anahtar Kelimeler

• Bal
• Tüketim
• Tercih
• Binary logit analizi
• Türkiye

Kaynakça

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