Genç Tüketicilerin Piliç Eti Tüketiminde Etkili Faktörlerin Tespiti Üzerine Bir Araştırma

Yıl 2019, Cilt: 16 Sayı: 2, 30 - 38, 31.12.2019

Arzu Tuygun Toklu

https://doi.org/10.34233/jpr.581594

Öz

Piliç eti bir protein kaynağı olmasının yanında
vücuda vitamin ve mineral desteği de sunan buna rağmen düşük doymuş yağ ve
kolesterol oranına sahip önemli bir besindir. Kırmızı et gibi diğer protein
kaynaklarının fiyatlarının çok yükselmiş olması tüketiciyi önemli bir
alternatif ürün olan piliç etine yönlendirdiği görülmektedir. Türkiye piliç
üretiminde, tüketiminde ve ihracatında Dünya’da önemli bir konuma sahiptir.
Rekabetin yoğun olarak hissedildiği bu sektörde tüketici tercihleri tedarik
zincirinin geliştirilmesinde ve rekabet stratejilerinin belirlenmesinde yol
gösterici olabilir. Bu çalışmanın amacı tüketicilerin piliç tüketimindeki
tercihlerinde etkili olan niteliklerin öncelik sıralarını belirlemektir.
Araştırmanın nitelikleri ve düzeyleri yapılan literatür araştırması ve
perakendecilerle yapılan derinlemesine mülakat tekniği ile elde edilmiştir. Bu
amaçla yapılan araştırma için altı temel nitelik ve bunlara ait çeşitli düzey
tanımlanmıştır. Nitelikler ve bu niteliklere ait düzeyler Markalama (Markalı
ürün, Markasız ürün), Üretim Yöntemi (Organik, Klasik), Ürün İşleme Yöntemi
(Katkı maddesi / koruyucu madde yok, tümü doğal malzemeler), Lezzet, Tat (Çeşni
gibi ilave edilmiş lezzet var, İlave edilmiş lezzet yok), Sertifika (ISO 9001 /
TSE Belgesi, Herhangi bir belge yok), Satış Fiyatı (Yüksek, Düşük) şeklinde
belirlenmiştir. Veriler kolayda örnekleme yöntemi kullanılarak seçilen 188
üniversite öğrencisiyle yapılan anketlerle elde edilmiştir. Araştırmanın
tasarımında ve verilerin analizinde Konjoint yaklaşımı kullanılmış ve
hesaplamalar için SPSS v23 istatistik programı tercih edilmiştir. Elde edilen
sonuçlara göre piliç eti tercihinde düşük fiyat algısının ötesinde kalite
sertifikası sahipliğinin en öncelikli nitelik olduğu bulunmuştur.

Anahtar Kelimeler

Piliç Nitelikleri, Tüketici Tercihi, Konjoint Analizi, Piliç eti, Markalama

A Research on Determination of Effective Factors in Chicken Meat Consumption of Young Consumers

Öz

Chicken meat, although it is a source of protein as
well as offering vitamins and minerals to the body, is an important food source
with low saturated fatty acids and cholesterol. It is seen that the prices of
other protein sources such as red meat have increased so much that it directs
the consumer to chicken meat which is an important alternative product. Turkey
has an important position in terms of chicken production, consumption and
exports in the world. Consumer preferences can guide the development of supply
chain and determination of competition strategies in the sector where the
competition is intensely felt. The aim of this study is to determine the
priorities of attributes which are effective on the preferences of consumers in
chicken meat consumption. The attributes and their levels of the research were
obtained through literature research and in-depth interviews with retailers.
For this purpose, six basic attributes and various levels were defined for the
research. Attributes and levels are classified as follows. Branding (Branded
product, Unbranded product), Production Method (Organic, Classic), Product
Processing Method (No additives / preservatives, all natural ingredients),
Certification (ISO 9001 / TSE Certificate, No Certificate), Retail Price (High,
Low). The data were obtained through surveys with 188 university students who
were selected by means of convenience sampling method. Conjoint approach was used
in the design and analysis of the data and SPSS v23 statistical program was
preferred for calculations. According to the results obtained, quality
certificate ownership was found to be the highest priority in chicken meat
preference beyond low price perception.

Anahtar Kelimeler

Chicken attributes, Consumer Preference, Conjoint Analysis, Chicken meat, Branding

Kaynakça

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