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

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

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.

Keywords:

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

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