Araştırma Makalesi
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Tüketicilerin Balık Satın Alma Tercihlerinin Konjoint Analizi Kullanılarak Belirlenmesi: Türkiye Üzerine Bir Pilot Çalışma

Yıl 2019, 18. UİK Özel Sayısı, 218 - 229, 31.08.2019
https://doi.org/10.26466/opus.583878

Öz

Bu araştırmanın amacı, balık seçiminde karar sürecini etkileyen farklı ürün özelliklerinin (balık çeşidi, üretim yöntemi, satın alma yeri ve fiyat) tüketici tercihi üzerindeki etkisini araştırmaktır. Araştırmada yararlanılan veriler, Türkiye'nin yedi bölgesinin merkez şehirlerinde (İstanbul, Ankara, İzmir, Trabzon, Adana, Van ve Gaziantep) 526 kişi ile Temmuz-Eylül 2018 döneminde yapılan yüz yüze bir anket çalışmasından elde edilmiştir. Anket örneklemin sosyo-demografik özellikleri ile ilgili sorular ve tercih kartı şeklinde iki kısımdan oluşmaktadır. Elde edilen veriler tanımlayıcı istatistikler ve konjoit analizi kullanılarak SPSS © 21 istatistiki analiz programı ile analiz edilmiştir. Sonuçlar, tüketici algısı ile ilgili olarak, satın alım yerinin balık seçiminde en önemli faktör olduğunu göstermektedir. Önem sırasına göre balık tercihinde etkili olan diğer faktörler ise fiyat, üretim yöntemi ve balık çeşididir. Satın alım yeri alternatifleri arasından ise en çok tercih edilen balık pazarları (halleri) olmaktadır ve bunu sırasıyla semt pazarları ve süpermarketler takip etmektedir. Ayrıca tüketiciler deniz balığını çiftlik balığına, levreği ise çipuraya tercih ederlerken satın alımlarını minimum fiyat düzeyinde yapmayı istemektedirler.

Destekleyen Kurum

Çukurova Üniversitesi Bilimsel Araştırma Projeleri Birimi

Proje Numarası

FBA-2018-10695

Kaynakça

  • Altintzoglou, T., Vanhonacker, F., Verbeke, W., and Luten, J. (2011). Association of health involvement and attitudes towards eating fish on farmed and wild fish consumption in Belgium, Norway and Spain. Aquacult Int. 19, 475–488. https://doi:10.1007/s10499-010-9363-2
  • Bernabéu, R. and Díaz, M. (2016). Preference for olive oil consumption in the Spanish local market. Spanish Journal of Agricultural Research, 14(4), 1-11. https://doi.org/10.5424/sjar/2016144-10200
  • Boesch, I. (2013). Preferences of processing companies for attributes of Swiss milk: A conjoint analysis in a business-to-business market. J. Dairy Sci., 96, 2183-2189. https://doi.org/10.3168/jds.2012-5887
  • Cardoso, C., Lourenço, H., Costa, S., Gonçalves, S. and Nunes, M.L. (2013). Survey into the seafood consumption preferences and patterns in the Portuguese population. Gender and regional variability, Appetite, 64, 20-31. https://doi.org/10.1016/j.appet.2012.12.022
  • Cardoso, C., Lourenço, H., Costa, S., Gonçalves S. & Nunes, M.N. (2016), Survey into the seafood consumption preferences and patterns in the Portuguese population: education, age and health variability. Journal of Food Products Marketing, 22(4), 421-435. https://doi.org-/10.1080/10454446.2014.949982
  • Claret, A., Guerrero, L., Aguirre, E., Rincón, L., Hernández, M.D., Martínez, I., Peleteir, J.B., Grau, A. and Rodríguez, C.R. (2012). Consumer preferences for sea fish using conjoint analysis: Exploratory study of the importance of country of origin. obtaining method. Storage conditions and purchasing price. Food Quality and Preference, 26, 259-266. https://doi.org/10.1016/j.foodqual.2012.05.006
  • Erdoğan, B.S., Mol, S. and Coşansu, S. (2011). Factors influencing the consumption of seafood in Istanbul, Turkey. Turkish Journal of Fisheries and Aquatic Sciences, 1, 631-639. https://doi.org/10.4194/1303-2712-v11_4_18
  • Gelmar, G.V., Reyner, P.C., Rodobaldo, M.V. and Alexander, S.V. (2016). Conjoint analysis tool for determining attributes on designing a graduate degree program. Journal of International Business Research and Marketing, 1(5), 33-38. https://doi.org/10.18775/jibrm.1849-8558.2015.14.3005
  • Grigg, D. (1995). The Pattern of World Protein Consumption. Geoforum, 26(1), 1-17. https://doi.org/10.1016/0016-7185(94)00020-8
  • Güney, O.I. (2019). Consumers’ Perceived Differences between Wild and Farmed Fish: A Survey Study in Turkey. Journal of Aquatic Food Product Technology, 28(2), 2010-220. https://doi.org/10.1080/104988-50.2019.1572684
  • Hailu, G., Boecker, A., Henson, S. and Cranfield, J. (2009). Consumer valuation of functional foods and nutraceuticals in Canada. A Conjoint Study Using Probiotics. Appetite, 52, 257-265. https://doi.org/10.1016/j.appet.2008.10.002
  • Hanis, A.I.A.H., Nasir, M.S., Jinap, S., Alias, R. and Karim, A.M.S. (2013). Consumer's preferences for eggs attributes in Malaysia: Evidence from conjoint survey. International Food Research Journal, 20(5), 2865-2872.
  • Henchion, M., Hayes, M., Mullen, A.M., Fenelon, M. and Tiwari, B. (2017). Future protein supply and demand: strategies and factors influencing a sustainable equilibrium. Foods, 6(53), 1-21. https://doi.-org/10.3390/foods6070053
  • Honkanen, P., Olsen, S.O. and Verplanken, B. (2005). Intention to Consume Seafood-The Importance of Habit. Appetite, 45,161-168. https://doi.org/10.1016/j.appet.2005.04.005
  • Iyangbe, C.O. and Orewa, S.W. (2009). Determinants of daily protein intake among rural and low-income urban households in Nigeria. American-Eurasian Journal of Scientific Research, 4(4), 290-301.
  • Kumar, J. (2017). An Analytical Study on Consumer's Preferences for Eggs Attributes through Conjoint Survey. Pacific Business Review International, 9(7), 52-58.
  • Manalo, A.B. (1990). Assessing the importance of apple attributes: an agricultural application of conjoint analysis. Northern Journal of Agricultural and Resource Economics, 19,118-124. Myres, A.W. and Kroetsch, D. (1978). The influence of family income on food consumption patterns and nutrient intake in Canada. Canadian Journal of Public Health, 69, 208-221.
  • Ness, M.R. and Gerhardy, H. (1994). Consumer preferences for quality and freshness attributes of eggs. British Food Journal, 96(3), 26-34. https://doi.org/10.1108/00070709410060808
  • Raghavarao, D., Wiley, J.B. and Chitturi, P. (2011). Choice based conjoint analysis models and designs. United States of America:Taylor & Francis Group,. https://doi.org/10.1201/9781420099973
  • Rao, V.R. (2014). Applied conjoint analysis.Berlin: Springer. https://doi.org/-10.1007/978-3-540-87753-0
  • Sangün, L. and Güney, O.I. (2018). Growing environmental awareness in Turkey's seafood purchase options: the position of supermarkets. Fresenius Environmental Bulletin, 27(12B), 9880-9886. Schroeder, T.C., Barkley, A.P. and Schroeder, K.C. (1996). Income growth and international meat consumption. Journal of International Food & Agribusiness Marketing, 7(3), 15-30. https://doi.org/10.1300/-J047v07n03_02
  • Smith, S., Varble, S. and Secchi, S. (2017). Fish consumers: environmental attitudes and purchasing behaviour. Journal of Food Products Marketing, 23(3), 267-282. https://doi.org/10.1080/10454446.2014.-940114
  • SPSS (1997). SPSS Conjoint™ 8.0. Chicago.
  • Thong, N.T. and Olsen, S.O. (2012). Attitude toward and consumption of fish in Vietnam. Journal of Food Products Marketing, 18, 79-95. https://doi.org/10.1080/10454446.2012.653778
  • Vanhonacker, F., Pieniak, Z. and Verbeke, W. (2010). Fish market segmentation based on consumers' motives, barriers and risk perception in Belgium. Journal of Food Products Marketing, 16(2), 166-183. https://doi.org/10.1080/10454440903415550

Determining Consumers’ Choices for Fish Using Conjoint Analysis: A Pilot Study in Turkey

Yıl 2019, 18. UİK Özel Sayısı, 218 - 229, 31.08.2019
https://doi.org/10.26466/opus.583878

Öz

The emphasis of this study is to investigate, the relative importance of different attributes (fish type, production method, place of purchase and price) on consumer perception for the fish purchase decision-making process. The data employed in this paper were taken from a face to face cross-sectional survey conducted with 526 individuals in the biggest cities (İstanbul, Ankara, İzmir, Trabzon, Adana, Van, and Gaziantep) of the seven regions of Turkey during the period July-September 2018. The questionnaire was consisting of two parts; questions on socio-demographic characteristics of the sample and the choice card. The data were analyzed using descriptive statistics, and conjoint analysis by SPSS© 21. Results show that with regard to consumer perception, place of purchase is the most important product attribute for choosing fish. The importance is line-up as price, production method and fish type. Within the place of purchase options most preferred one is the fish markets. They also prefer wild fish, sea bass and logically minimum price level compared with the designated alternatives.

Proje Numarası

FBA-2018-10695

Kaynakça

  • Altintzoglou, T., Vanhonacker, F., Verbeke, W., and Luten, J. (2011). Association of health involvement and attitudes towards eating fish on farmed and wild fish consumption in Belgium, Norway and Spain. Aquacult Int. 19, 475–488. https://doi:10.1007/s10499-010-9363-2
  • Bernabéu, R. and Díaz, M. (2016). Preference for olive oil consumption in the Spanish local market. Spanish Journal of Agricultural Research, 14(4), 1-11. https://doi.org/10.5424/sjar/2016144-10200
  • Boesch, I. (2013). Preferences of processing companies for attributes of Swiss milk: A conjoint analysis in a business-to-business market. J. Dairy Sci., 96, 2183-2189. https://doi.org/10.3168/jds.2012-5887
  • Cardoso, C., Lourenço, H., Costa, S., Gonçalves, S. and Nunes, M.L. (2013). Survey into the seafood consumption preferences and patterns in the Portuguese population. Gender and regional variability, Appetite, 64, 20-31. https://doi.org/10.1016/j.appet.2012.12.022
  • Cardoso, C., Lourenço, H., Costa, S., Gonçalves S. & Nunes, M.N. (2016), Survey into the seafood consumption preferences and patterns in the Portuguese population: education, age and health variability. Journal of Food Products Marketing, 22(4), 421-435. https://doi.org-/10.1080/10454446.2014.949982
  • Claret, A., Guerrero, L., Aguirre, E., Rincón, L., Hernández, M.D., Martínez, I., Peleteir, J.B., Grau, A. and Rodríguez, C.R. (2012). Consumer preferences for sea fish using conjoint analysis: Exploratory study of the importance of country of origin. obtaining method. Storage conditions and purchasing price. Food Quality and Preference, 26, 259-266. https://doi.org/10.1016/j.foodqual.2012.05.006
  • Erdoğan, B.S., Mol, S. and Coşansu, S. (2011). Factors influencing the consumption of seafood in Istanbul, Turkey. Turkish Journal of Fisheries and Aquatic Sciences, 1, 631-639. https://doi.org/10.4194/1303-2712-v11_4_18
  • Gelmar, G.V., Reyner, P.C., Rodobaldo, M.V. and Alexander, S.V. (2016). Conjoint analysis tool for determining attributes on designing a graduate degree program. Journal of International Business Research and Marketing, 1(5), 33-38. https://doi.org/10.18775/jibrm.1849-8558.2015.14.3005
  • Grigg, D. (1995). The Pattern of World Protein Consumption. Geoforum, 26(1), 1-17. https://doi.org/10.1016/0016-7185(94)00020-8
  • Güney, O.I. (2019). Consumers’ Perceived Differences between Wild and Farmed Fish: A Survey Study in Turkey. Journal of Aquatic Food Product Technology, 28(2), 2010-220. https://doi.org/10.1080/104988-50.2019.1572684
  • Hailu, G., Boecker, A., Henson, S. and Cranfield, J. (2009). Consumer valuation of functional foods and nutraceuticals in Canada. A Conjoint Study Using Probiotics. Appetite, 52, 257-265. https://doi.org/10.1016/j.appet.2008.10.002
  • Hanis, A.I.A.H., Nasir, M.S., Jinap, S., Alias, R. and Karim, A.M.S. (2013). Consumer's preferences for eggs attributes in Malaysia: Evidence from conjoint survey. International Food Research Journal, 20(5), 2865-2872.
  • Henchion, M., Hayes, M., Mullen, A.M., Fenelon, M. and Tiwari, B. (2017). Future protein supply and demand: strategies and factors influencing a sustainable equilibrium. Foods, 6(53), 1-21. https://doi.-org/10.3390/foods6070053
  • Honkanen, P., Olsen, S.O. and Verplanken, B. (2005). Intention to Consume Seafood-The Importance of Habit. Appetite, 45,161-168. https://doi.org/10.1016/j.appet.2005.04.005
  • Iyangbe, C.O. and Orewa, S.W. (2009). Determinants of daily protein intake among rural and low-income urban households in Nigeria. American-Eurasian Journal of Scientific Research, 4(4), 290-301.
  • Kumar, J. (2017). An Analytical Study on Consumer's Preferences for Eggs Attributes through Conjoint Survey. Pacific Business Review International, 9(7), 52-58.
  • Manalo, A.B. (1990). Assessing the importance of apple attributes: an agricultural application of conjoint analysis. Northern Journal of Agricultural and Resource Economics, 19,118-124. Myres, A.W. and Kroetsch, D. (1978). The influence of family income on food consumption patterns and nutrient intake in Canada. Canadian Journal of Public Health, 69, 208-221.
  • Ness, M.R. and Gerhardy, H. (1994). Consumer preferences for quality and freshness attributes of eggs. British Food Journal, 96(3), 26-34. https://doi.org/10.1108/00070709410060808
  • Raghavarao, D., Wiley, J.B. and Chitturi, P. (2011). Choice based conjoint analysis models and designs. United States of America:Taylor & Francis Group,. https://doi.org/10.1201/9781420099973
  • Rao, V.R. (2014). Applied conjoint analysis.Berlin: Springer. https://doi.org/-10.1007/978-3-540-87753-0
  • Sangün, L. and Güney, O.I. (2018). Growing environmental awareness in Turkey's seafood purchase options: the position of supermarkets. Fresenius Environmental Bulletin, 27(12B), 9880-9886. Schroeder, T.C., Barkley, A.P. and Schroeder, K.C. (1996). Income growth and international meat consumption. Journal of International Food & Agribusiness Marketing, 7(3), 15-30. https://doi.org/10.1300/-J047v07n03_02
  • Smith, S., Varble, S. and Secchi, S. (2017). Fish consumers: environmental attitudes and purchasing behaviour. Journal of Food Products Marketing, 23(3), 267-282. https://doi.org/10.1080/10454446.2014.-940114
  • SPSS (1997). SPSS Conjoint™ 8.0. Chicago.
  • Thong, N.T. and Olsen, S.O. (2012). Attitude toward and consumption of fish in Vietnam. Journal of Food Products Marketing, 18, 79-95. https://doi.org/10.1080/10454446.2012.653778
  • Vanhonacker, F., Pieniak, Z. and Verbeke, W. (2010). Fish market segmentation based on consumers' motives, barriers and risk perception in Belgium. Journal of Food Products Marketing, 16(2), 166-183. https://doi.org/10.1080/10454440903415550
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Yöneylem
Bölüm Makaleler
Yazarlar

Osman İnanç Güney 0000-0002-8467-2079

Levent Sangün 0000-0002-2363-8977

Proje Numarası FBA-2018-10695
Yayımlanma Tarihi 31 Ağustos 2019
Kabul Tarihi 2 Ağustos 2019
Yayımlandığı Sayı Yıl 2019 18. UİK Özel Sayısı

Kaynak Göster

APA Güney, O. İ., & Sangün, L. (2019). Determining Consumers’ Choices for Fish Using Conjoint Analysis: A Pilot Study in Turkey. OPUS International Journal of Society Researches, 12, 218-229. https://doi.org/10.26466/opus.583878