Socioeconomic factors shaping consumer preferences for vegetable oil: the case of Tokat province

Öz

The study aims to examine consumer preferences for vegetable oil consumption in the urban area of Tokat province. The main material of the research consists of primary data obtained through a survey of consumers residing in the urban area of Tokat province. The sample size was determined as 271. The data obtained were evaluated using frequencies, percentages, cross-tabulations, and Chi-square analysis. According to the research results, 85.6% of consumers use sunflower oil, and 62.0% use olive oil. Among sunflower oil consumers, the most important reasons for preference were price affordability (68.1%), habit (51.3%), and taste (38.4%). In olive oil consumption, however, the most important reasons for preference were health perception (83.3%) and taste (66.7%). The findings show that price, health perceptions, and habits play important roles in consumers' preferences for vegetable oil. The results provide important information on consumer preferences for vegetable oil consumption at the provincial level.

Anahtar Kelimeler

• Consumer behavior
• Vegetable oil consumption
• Olive oil consumption
• Sunflower oil consumption

Tüketicilerin bitkisel yağ tercihlerini şekillendiren sosyoekonomik faktörler: Tokat ili örneği

Öz

Bu çalışmanın amacı Tokat ili kentsel alanda tüketicilerin bitkisel yağ tüketimine yönelik tercihlerini incelemektir. Araştırmanın ana materyalini Tokat ili kentsel alanda ikamet eden tüketicilerden anket yöntemi ile elde edilen birincil veriler oluşturmaktadır. Örnek hacmi 271 olarak belirlenmiştir. Elde edilen veriler frekans, yüzde, çapraz tablolar ve Ki-kare analizi kullanılarak değerlendirilmiştir. Araştırma sonuçlarına göre tüketicilerin %85.6’sının ayçiçeği yağı ve %62.0’sinin zeytinyağı tükettiği belirlenmiştir. Ayçiçeği yağı tüketiminde en önemli tercih nedenlerinin fiyat uygunluğu (%68.1), alışkanlık (%51.3) ve lezzet (%38.4) olduğu tespit edilmiştir. Zeytinyağı tüketiminde ise en önemli tercih nedenlerinin sağlıklı olması (%83.3) ve lezzet (%66.7) olduğu belirlenmiştir. Bulgular, tüketicilerin bitkisel yağ tercihinde fiyat, sağlık algısı ve alışkanlık gibi faktörlerin önemli bir rol oynadığını göstermektedir. Elde edilen sonuçlar, il düzeyinde tüketicilerin bitkisel yağ tüketim tercihleri hakkında önemli bilgiler sunmaktadır.

Anahtar Kelimeler

• Tüketici davranışı
• Bitkisel yağ tüketimi
• Zeytinyağı tüketimi
• Ayçiçek yağı tüketimi

Kaynakça

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