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

Osman İnanç Güney , Levent Sangün

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.

Anahtar Kelimeler

balık tüketimi, anket, tüketici tercihleri, konjoint analizi, Türkiye

Destekleyen Kurum

Çukurova Üniversitesi Bilimsel Araştırma Projeleri Birimi

Proje Numarası

FBA-2018-10695

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

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.

Anahtar Kelimeler

consumer choice, conjoint analysis, fish consumption, survey, Turkey

Proje Numarası

FBA-2018-10695

Kaynakça

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