Tüketicilerin keçi sütüne yönelik satın alma niyetlerinin belirlenmesi: Akdeniz Bölgesi örneği

Keçi sütünün günlük gıda tüketimindeki önemi her geçen gün artmaktadır. Bu çalışma keçi sütü tüketimine etki eden faktörleri belirlemeyi amaçlamaktadır. Araştırmanın materyalini Adana ve Mersin illerinde uygulanan yüz yüze tüketici anketleri oluşturmuştur. Anketin örneklem büyüklüğü, sınırsız popülasyon koşulları altında 518 tüketici olarak (kolayda örnekleme yöntemi kullanılarak) belirlenmiştir. Bu bağlamda, keçi sütü tüketimi ve satın alma niyetlerini test etmek için çok değişkenli bir probit modeli tasarlanmıştır. Çalışmanın sonuçları, satınalma yeri, şişe tipi, koku, marka, peynir tüketimi ve memleket faktörlerinin keçi sütü tüketimi ve satın alma faaliyetleri ile ilişkili olduğunu göstermektedir. Bu sonuçlar, tüketicinin keçi sütündeki tutumunu anlamak ve gelecekteki ticari hedefleri ve üretim stratejilerini belirlemek için yararlı olabililecektir.

Determination of consumers' intention to purchase goat milk: the case of the Mediterranean Region

Goat milk has increasing importance in daily food consumption of individuals. This study aims to determine the factors that have influence on goat milk consumption. The research was conducted based on a face to face consumer survey which was applied in the two cities of the south-east part of Turkey, Adana and Mersin. The sample size of the survey was determined as 518 consumers depend on convenience sampling in case of unlimited population size. In this regard, a multivariate probit model was designed to test the intentions for goat milk consumption and purchase. The result of the study shows that place of purchase, bottle type, odour, brand, cheese consumption and homeland are the related factors with goat milk consumption and purchase activities. These results could be useful for understanding consumer attitude towards goat milk and to identify commercial targets and production strategies in future.

Keywords:

Goat milk, Consumption, Probit model Purchase behaviour, Turkey,

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