Genç Tüketicilerin Piliç Eti Tüketiminde Etkili Faktörlerin Tespiti Üzerine Bir Araştırma

Piliç eti bir protein kaynağı olmasının yanında vücuda vitamin ve mineral desteği de sunan buna rağmen düşük doymuş yağ ve kolesterol oranına sahip önemli bir besindir. Kırmızı et gibi diğer protein kaynaklarının fiyatlarının çok yükselmiş olması tüketiciyi önemli bir alternatif ürün olan piliç etine yönlendirdiği görülmektedir. Türkiye piliç üretiminde, tüketiminde ve ihracatında Dünya’da önemli bir konuma sahiptir. Rekabetin yoğun olarak hissedildiği bu sektörde tüketici tercihleri tedarik zincirinin geliştirilmesinde ve rekabet stratejilerinin belirlenmesinde yol gösterici olabilir. Bu çalışmanın amacı tüketicilerin piliç tüketimindeki tercihlerinde etkili olan niteliklerin öncelik sıralarını belirlemektir. Araştırmanın nitelikleri ve düzeyleri yapılan literatür araştırması ve perakendecilerle yapılan derinlemesine mülakat tekniği ile elde edilmiştir. Bu amaçla yapılan araştırma için altı temel nitelik ve bunlara ait çeşitli düzey tanımlanmıştır. Nitelikler ve bu niteliklere ait düzeyler Markalama (Markalı ürün, Markasız ürün), Üretim Yöntemi (Organik, Klasik), Ürün İşleme Yöntemi (Katkı maddesi / koruyucu madde yok, tümü doğal malzemeler), Lezzet, Tat (Çeşni gibi ilave edilmiş lezzet var, İlave edilmiş lezzet yok), Sertifika (ISO 9001 / TSE Belgesi, Herhangi bir belge yok), Satış Fiyatı (Yüksek, Düşük) şeklinde belirlenmiştir. Veriler kolayda örnekleme yöntemi kullanılarak seçilen 188 üniversite öğrencisiyle yapılan anketlerle elde edilmiştir. Araştırmanın tasarımında ve verilerin analizinde Konjoint yaklaşımı kullanılmış ve hesaplamalar için SPSS v23 istatistik programı tercih edilmiştir. Elde edilen sonuçlara göre piliç eti tercihinde düşük fiyat algısının ötesinde kalite sertifikası sahipliğinin en öncelikli nitelik olduğu bulunmuştur.

Anahtar Kelimeler:

Piliç Nitelikleri, Tüketici Tercihi, Konjoint Analizi, Piliç eti, Markalama

A Research on Determination of Effective Factors in Chicken Meat Consumption of Young Consumers

Chicken meat, although it is a source of protein as well as offering vitamins and minerals to the body, is an important food source with low saturated fatty acids and cholesterol. It is seen that the prices of other protein sources such as red meat have increased so much that it directs the consumer to chicken meat which is an important alternative product. Turkey has an important position in terms of chicken production, consumption and exports in the world. Consumer preferences can guide the development of supply chain and determination of competition strategies in the sector where the competition is intensely felt. The aim of this study is to determine the priorities of attributes which are effective on the preferences of consumers in chicken meat consumption. The attributes and their levels of the research were obtained through literature research and in-depth interviews with retailers. For this purpose, six basic attributes and various levels were defined for the research. Attributes and levels are classified as follows. Branding (Branded product, Unbranded product), Production Method (Organic, Classic), Product Processing Method (No additives / preservatives, all natural ingredients), Certification (ISO 9001 / TSE Certificate, No Certificate), Retail Price (High, Low). The data were obtained through surveys with 188 university students who were selected by means of convenience sampling method. Conjoint approach was used in the design and analysis of the data and SPSS v23 statistical program was preferred for calculations. According to the results obtained, quality certificate ownership was found to be the highest priority in chicken meat preference beyond low price perception.

Keywords:

Chicken attributes, Consumer Preference, Conjoint Analysis, Chicken meat, Branding,

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