BEDEN KİTLE İNDEKSİNE GÖRE RESTORAN MÜŞTERİLERİNDE SAĞLIK DEĞERİNİN LEZZET DAVRANIŞINA ETKİSİ: KAYSERİ’DE BİR ARAŞTIRMA

Yıl 2020, Cilt: 10 Sayı: 20, 323 - 337, 31.12.2020

A. Celil Çakıcı Erşan Yıldız

Öz

Sağlığın
önemini bilen bireylerin dışarıda lezzetli yemek yeme arzusu ortaya çıktığında,
beden kitle indeksini düşünerek hareket etmesi olası bir davranış olarak
görülebilir. Bu durum, aynı zamanda bireylerin restoran tercihine de yön
vermektedir. Çalışmanın amacı; beden kitle indeksine göre, restoran
müşterilerinin sağlık değerinin,  lezzet
davranışına etkisini belirlemektir. Veriler, literatüre bağlı geliştirilen bir
anket ile toplanmıştır. Çalışmada;
sağlık değeri Jun vd. tarafından geliştirilen 5 maddeli ölçek ile
belirlenmiştir. Lezzet davranışının ölçümü için literatüre ve görüşmelere
dayalı olarak madde havuzu oluşturulmuş ve ardından 20 uzmanın görüşü alınarak
kapsam geçerliği çalışması yapılmıştır. 8 maddeli lezzet davranışı ölçeğinin
kapsam geçerlik oranları %54 ile %90 arasında değişmiştir. Kapsam geçerlik
indeksi ise %61 olarak hesaplanmıştır. Anket;
Kayseri'de
ikamet eden 20-69 yaş arası, yılda en az bir kez dışarıda yemek yiyen restoran
müşterilerine uygulanmıştır. Anket uygulaması, 01.05-31.07.2018 tarihleri arasında merkez
ilçe ve yaş grupları bazında kota örneklemesine göre gerçekleştirilmiştir. Kullanılabilir 1286
adet anketin verilerin analizinde; tanımlayıcı istatistiklerin yanı sıra, güvenirlilik,
geçerlilik, faktör ve regresyon analizleri kullanılmıştır. Bulgular, sağlık
değerinin lezzet duyusunu (β: 0,145) ve lezzet algısının (β: 0,229) anlamlı
şekilde etkilediğini ortaya koymaktadır. Sağlığa verilen önemin, sadece normal ve fazla kilolu
insanlarda lezzet davranışını anlamlı şekilde etkilediği ancak zayıf ve obez
insanlarda ise etkilemediği tespit edilmiştir.

Anahtar Kelimeler

Beden Kitle İndeksi, Sağlık Değeri, Lezzet Davranışı, Kayseri

THE IMPACT OF HEALTH VALUE OF RESTAURANT CUSTOMERS ON TASTE ATTITUDE IN ACCORDANCE WITH BODY-MASS INDEX: A STUDY IN KAYSERİ

Öz

When individuals with health value have the desire to eat delicious food out, it might be a plausible
behaviour for them to take their BMI into consideration. Undeniably, this situation also shapes their
restaurant preferences. The aim of the study is to determine the impact of health value of restaurant
customers on taste attitude in accordance with their BMI values. The data were collected through
questionnaires that were developed based on the literature review. In the study, health value was
calculated through a 5-item scale developed by Jun et al. (2014) In order to measure taste attitude, an item pool was formed through the literature review and interviews. Subsequently, content validity was
examined by means of conferring with 20 experts. The content validity ratio of the 8-item taste attitude
scale varied between 54 and 90 %. Content validity index was calculated 61 %. The questionnaire was
carried out on restaurant customers between the ages of 20-69, who lived in Kayseri and dined out at
least once a year. Quota sampling was employed in the implementation of the questionnaire, which
took place between the dates of 01.05-31.07.2018 on the basis of the central district and age groups.
To analyse the usable data acquired from the total of 1286 questionnaires, descriptive statistics, factor
and regression analysis, along with reliability and variability analysis, were carried out. The findings
indicate that health value had a significant impact on the sense of taste (β: 0,145) and taste perception
(β: 0,229). Moreover, health value was found out to have a significant impact on taste attitude in only
individuals of normal weight, and overweight individuals, but it did not have an impact on taste attitude
in underweight and obese individuals.

Anahtar Kelimeler

BMI (Body-Mass Index), Kayseri, Health Value, Taste Attitude

Kaynakça

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