Consumer perceptions on natural honey consumption: The effect of demographic factors

Öz

Objective: This study aims to determine consumers' perceptions of natural honey and examine the relationships between demographic factors and healthy product awareness, nutritional value, perceived food safety, perceived quality, perceived price, attitude towards natural honey, purchase behaviour, willingness to pay more and perceptions of honey colour. Design / Methodology / Approach: Data were collected from 433 consumers aged 18 and over living in Turkey through a questionnaire. The study used t-test and ANOVA analyses to evaluate the differences according to gender, age, education, income and marital status variables. Findings: Income level was the strongest variable affecting the perception of natural honey. Higher-income groups perceive natural honey more positively and tend to purchase it. In terms of gender, women's perceived food safety and perception of light-coloured honey were found to be higher compared to men. Education level affected the perceived price and perception of dark-colored honey. Research Limitations / Implications: Since it is a cross-sectional study, it cannot capture changes over time. Validation can be achieved by expanding the sample and conducting longitudinal studies. Practical Applications: Marketers can develop premium product strategies emphasising health and quality for higher-income groups while targeting price-oriented strategies for low-income consumers. Originality/ Value: This study is one of the important research studies examining how demographic factors impact consumer perceptions. While studies on natural honey consumption usually focus on quality, health benefits or geographical indications, this research evaluates consumer profiles through a multidimensional analysis. It reveals differences in perceptions across different demographic segments. The study offers insights for honey producers, distributors, and marketers to help them better understand consumer expectations.

Anahtar Kelimeler

• Natural honey consumption
• consumer perceptions
• demographic factors

Doğal bal tüketiminde tüketici algıları: Demografik faktörlerin etkisi

Öz

Amaç: Bu çalışma, tüketicilerin doğal bala yönelik algılarını belirleyerek sağlıklı ürün farkındalığı, besin değeri, algılanan gıda güvenliği, algılanan kalite, algılanan fiyat, doğal bala yönelik tutum, satın alma davranışı, daha fazla ödeme isteği ve bal rengi algıları ile demografik faktörler arasındaki ilişkileri incelemeyi amaçlamaktadır. Tasarım / Metodoloji / Yaklaşım: Türkiye’de yaşayan 18 yaş ve üzeri 433 tüketiciden anket yoluyla veri toplanmıştır. Çalışmada t-testi ve ANOVA analizleri kullanılarak cinsiyet, yaş, eğitim ve gelir değişkenlerine göre farklılıklar değerlendirilmiştir. Bulgular: Gelir seviyesi, doğal bal algısını etkileyen en güçlü değişken olarak belirlenmiştir. Yüksek gelir grubu, doğal balı daha olumlu algılamakta ve satın alma eğilimi göstermektedir. Cinsiyet açısından, kadınların algılanan gıda güvenliği ve açık renkli bal algısı erkeklere kıyasla daha yüksek bulunmuştur. Eğitim seviyesi, algılanan fiyat ve koyu renkli bal algısı üzerinde etkili olmuştur. Araştırma Sınırlamaları / Etkileri: Kesitsel bir çalışma olması nedeniyle zaman içindeki değişimleri yakalamada sınırlıdır. Örneklem genişletilerek ve boylamsal çalışmalar yapılarak doğrulama sağlanabilir. Pratik Uygulamalar: Pazarlamacılar, fiyat odaklı stratejileri düşük gelirli tüketicilere yöneltirken, yüksek gelir grupları için sağlık ve kaliteyi öne çıkaran premium ürün stratejileri geliştirme imkânına sahip olabilirler. Özgünlük / Değer: Bu çalışma, tüketici algılarında demografik faktörlerin nasıl bir etkiye sahip olduğunu ayrıntılı bir şekilde ele alan önemli araştırmalardan biridir. Doğal bal tüketimi üzerine yapılan çalışmalar genellikle kalite, sağlık faydaları veya coğrafi işaretler üzerine odaklanırken, bu araştırma tüketici profillerini çok boyutlu bir analiz ile değerlendirmekte ve farklı demografik segmentlerdeki algı farklılıklarını ortaya koymaktadır. Çalışma, bal üreticileri, distribütörler ve pazarlamacılar için tüketici beklentilerini daha iyi anlamaya yönelik farkındalıklar sunmaktadır.

Anahtar Kelimeler

• Doğal bal tüketimi
• tüketici algıları
• demografik faktörler

Kaynakça

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