Yerel Yiyecek Tüketicilerinin Tipolojisi: Gıda Temelli Yaşam Tarzına Göre Pazar Bölümlerinin İncelenmesi*

Bu çalışmada, Türkiye’de yerel yiyecek satın alan tüketicilerin gıda temelli yaşam tarzına (FoodRelated Lifestyle-FRL) göre bölümlendirilmesi amaçlanmıştır. Tüketicilerin özellik ve davranışlarının benzerlikleri doğrultusunda olası pazar bölümleri tanımlanmış ve elde edilen pazar bölümlerinin ayırt edici demografik ve tüketim özellikleri belirlenmiştir. Çevrimiçi anket kullanılarak toplanan veriler kümeleme analizi ile değerlendirilmiştir. Yerel yiyecek tüketicilerinden elde edilen 386 verinin analizi sonucunda gelenekselciler, ilgisizler, maceracılar ve akılcılar olarak adlandırılan dört tanımlanabilir pazar bölümü elde edilmiştir. Geleneksel tüketiciler, kendi bölgelerinden/ ülkelerinden yiyecekleri desteklemeyi tercih etmektedir. Maceracı tüketiciler yeni yiyecekleri ve pişirme tekniklerini deneme konusunda heveslidirler. İlgisiz tüketiciler genellikle yiyecek ile ilgili konulara kayıtsız kalırlar. Akılcı tüketiciler yiyeceğin doğallığına ve etiket bilgisine dikkat etmektedir. Geleneksel tüketicilerin en büyük grubu temsil ederken ilgisiz tüketicilerin en küçük grubu temsil ettiği görülmektedir

Typology of Local Food Consumers: An Analysis of Market Segments According to Food- Related Lifestyle

In this study, consumers who buy food at the local food-based lifestyle Turkey (Food-Related Lifestyle-FRL) is intended to be partitioned accordingly. In line with the similarities of consumers' characteristics and behaviors, possible market segments are defined and the distinctive demographic and consumption characteristics of the obtained market segments are determined. Data collected using an online questionnaire was evaluated by cluster analysis. As a result of the analysis of 386 data obtained from local food consumers four identifiable market segments, namely conservatives, uninterested, adventurers and rationalists, were obtained. Conservatives consumers prefer to support the food of the country/region of their own. Adventurer consumers are eager to try new foods and cooking techniques. Uninterested consumers are often indifferent with food related issues. Rationalist consumers pay attention to the naturalness and label information of the food. Traditional consumers are

___

  • Adams, D.C., and Salois, M.J. (2010). Local versus organic: A turn in consumer preferences and willingness-topay, Renewable Agriculture and Food Systems, 25(04): 331–341.
  • Adams, D.C., and Adams A.E. (2011). De-placing local at the farmers’ market: Consumer conceptions of local foods, Journal of Rural Social Sciences, 26(2): 74-100.
  • Aprile, M. C., Caputo, V., and Nayga, R. M. Jr. (2016). Consumers’ preferences and attitudes toward local food products, Journal of Food Products Marketing, 22(1): 19–42.
  • Arsil, P., Li, E., Bru, J. and Ly, G.R. (2018). Motivation-based segmentation of local food in urban cities, British Food Journal, 12(9): 2195-2207.
  • Bean, M., and Shar J.S. (2011). Profiling alternative food system supporters: The personal and social basis of local and organic food support, Renewable Agriculture and Food Systems, 26(3): 243- 254.
  • Bredahl, L., and Grunert, K. G. (1997). Food-related lifestyle trends in Germany 1993-1996. Århus: Institut for Markedsøkonomi/MAPP Centret, Handelshøjskolen I Århus.
  • Brown C. (2003). Consumers’ preferences for locally produced food: A study in southeast Missouri American, Journal of Alternative Agriculture, 18(4): 213-224.
  • Brown, E., Dury, S., and Holdsworth, M. (2009). Motivations of consumers that use local, organic fruit and vegetable box schemes in Central England and Southern France, Appetite, 53(2): 183-188.
  • Brunso G. and Grunert K. G. (1995). Development and Testing of a Cross-Culturally Valid Instrument: Food-Related Life Style, in NA -Advances in Consumer Research Volume 22, (eds.) Frank R. Kardes and Mita Sujan, Provo, UT: Association for Consumer Research, 475-480.
  • Brunsø, K., and Grunert, K. G. (1995), Development and testing of a cross-culturally valid instrument. Food-related lifestyle, Advances in Consumer Research, 22: 475–480.
  • Brunsø, K., Grunert, K. G., and Bredahl, L. (1996). An analysis of national and cross-national consumer segments using the food-related lifestyle instrument in Denmark, France, Germany and Great Britain. Available at https://www.forskningsdatabasen.dk/en/catalog/2389315071 [12 February 2020].
  • Burchardi, H., Schröder, C., and Thiele, H. D. (2005). Willingness-to-pay for food of the own region: empirical estimates from hypothetical and incentive compatible settings (No. 378-2016-21413). Available at http://ageconsearch.umn.edu/bitstream/19365/1/sp05bu02.pdf [10 February 2020].
  • Chambers, S., Lob, A., Butler, L., Harvey, K., and Traill, W.B. (2007). Local, national and imported foods: A qualitative study, Appetite, 49(1): 208-2013.
  • Cholette, S., Özlük, Ö., Özşen, L., and Ungson, G. R. (2013). Exploring purchasing preferences: local and ecologically labelled foods, Journal of Consumer Marketing. 30(7): 563-572.
  • Conner D., Colasanti, K., Ross, R.B. and Smalley, S.B. (2010). Locally grown foods and farmers markets: Consumer attitudes and behaviors, Sustainability, 3(2): 742-756.
  • Çokluk, Ö., Şekercioğlu, G., ve Büyüköztürk, Ş. (2010). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları (2. Baskı). Ankara: Pegem Akademi
  • Darby, K., M.T. Batte, S. Ernst, and B. Roe. 2008. Decomposing local: A conjoint analysis of locally produced foods, American Journal of Agricultural Economics, 90(2): 476-486.
  • Demby, E. (1974). Psychographics and From Whence It Came Emanuel. Life Style and Psychographics, Chicago: American Marketing Association.
  • Dunne, J. B., Chambers, K. J., Giombolini, K. J., and Schlegel, S. A. (2011). What does ‘local’mean in the grocery store? Multiplicity in food retailers' perspectives on sourcing and marketing local foods, Renewable Agriculture and Food Systems, 26(1): 46-59.
  • Duram, L., and Cawley, M. (2012). Irish chefs and restaurants in the geography of “local” food value chains, The Open Geography Journal, 5(1): 16-25.
  • Eriksen, S. N. (2013). Defining local food: constructing a new taxonomy–three domains of proximity, Acta Agriculture Scandinavica, Section B–Soil and Plant Science, 63(1): 47-55.
  • Feldmann, C., and Hamm, U. (2015). Consumers’ perceptions and preferences for local food: A review, Food Quality and Preference, 40: 152-164. Fraenkel, J.R., Wallen, N.E. and Hyun, H.H. (2012). How to Design and Evaluate Research in Education. (8th ed.). New York, NY: Mc Graw Hill.
  • Giovannucci, D., Barham, E., and Pirog, R. (2010). Defining and marketing “local” foods: Geographical indications for US products, The Journal of World Intellectual Property, 13(2): 94-120.
  • Grunert, K. G., Brunsø, K., and Bisp, S. (1993). Food-related life style: Development of a cross-culturally valid instrument for market surveillance, L. Kahle, C. Chiagouris (Eds.), Values, lifestyles and psychographics, 337-354, Erlbaum, Mahwah, NJ, Århus, Denmark: MAPP.
  • Grunert, K. G., Brunsø, K., and Bisp, S. (1997). Food-related lifestyle: Development of a crossculturally valid instrument for market surveillance. In L. Kahle and C. Chiagouris (Eds.), Values, lifestyles, and psychographics (pp. 337–354). Mahwan, NJ: Erlbaum.
  • Grunert, K. G., Brunsø, K., Bredahl, L., and Bech, A. C. (2001). Food-related lifestyle: a segmentation approach to European food consumers. In Food, People and Society (pp. 211-230). Springer, Berlin, Heidelberg.
  • Grunert, K. G., Perrea, T., Zhou, Y., Huang, G., Sørensen, B. T., and Krystallis, A. (2011). Is foodrelated lifestyle (FRL) able to reveal food consumption patterns in non-Western cultural environments? Its adaptation and application in urban China, Appetite, 56(2): 357-367.
  • Hu, W., Batte, M., Woods, T., and Ernst, S. (2010). What is local and for what foods does it matter? In Selected paper prepared for presentation at the Southern Agricultural Economics Association annual meeting, Florida, USA, February 6–9.
  • Huang, G., Grunert, K. G., Lu, D., and Zhou, Y. (2015). Chinese urban consumers segmentation based on modified food-related lifestyle (FRL), Journal of International Consumer Marketing, 27(4): 328-343.
  • James, J. S., Rickard, B. J., and Rossman, W. J. (2009). Product differentiation and market segmentation in applesauce: using a choice experiment to assess the value of organic, local and nutrition attributes, Agricultural and Resource Economics Review, 38(3): 357-370.
  • Jang, Y. J., Kim, W. G., and Bonn, M. A. (2011). Generation Y consumers’ selection attributes and behavioral intentions concerning green restaurants, International Journal of Hospitality Management, 30(4): 803-811.
  • Kalaycı, Ş. (2016). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (Vol. 7). Ankara, Türkiye: Asil Yayın Dağıtım.
  • Kang, S., and Rajagopal, L. (2014). Perceptions of benefits and challenges of purchasing local foods among hotel industry decision makers, Journal of Foodservice Business Research, 17(4): 301- 322.
  • Kesic, T., and Piri-Rajh, S. (2003). Market segmentation on the basis of food-related lifestyles of Croatian families, British Food Journal, 105(3): 162-174.
  • Khan, F., and Prior, C. (2010). Evaluating the urban consumer with regard to sourcing local food: a Heart of England study, International Journal of Consumer Studies, 34(2): 161-168.
  • Kim, Y. G., and Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food, Tourism Management, 33(6): 1458-1467.
  • Kumar, A., and Smith, S. (2018). Understanding local food consumers: Theory of planned behavior and segmentation approach, Journal of Food Products Marketing, 24(2), 196-215.
  • Lazer, W. (1963). Life style concepts and marketing, Toward Scientific Marketing, 15(4): 130-139.
  • Lee, M., and Park, D. B. (2016). The Benefit-Sought Segmentation of Local Food Consumers. Journal of Agricultural Extension and Community Development, 23(1): 101-114.
  • Liang, R. D. (2014). Enthusiastically consuming organic food: an analysis of the online organic food purchasing behaviors of consumers with different food-related lifestyles, Internet Research: Electronic Networking Applications and Policy, 24(5): 3-4.
  • Lombardi P., Caracciolo F., Cembalo L., Colantuoni F., D'Amico M., Del Giudice T., Maraglino T., Menna C., Panico T., Sannino G., Tosco D. and Cicia G. (2013). Country-of-origin labelling for the Italian early potato supply chain, New Medit 12(1): 37-48.
  • Martinez, S. (2010). Local food systems; concepts, impacts, and issues. United States Department of Agriculture: Economic Research Report, No. 97.
  • McNeill, L., and Hale, O. (2016). Who shops at local farmers' markets? Committed loyals, experiencers and produce-orientated consumers, Australasian Marketing Journal (AMJ), 24(2): 135- 140.
  • Nie, C., and Zepeda, L. (2011). Lifestyle segmentation of US food shoppers to examine organic and local food consumption, Appetite, 57(1): 28-37.
  • Reid, M., Li, E., Bruwer, J., and Grunert, K. (2001). Food-related lifestyles in a cross-cultural context: Comparing Australia with Singapore, Britain, France and Denmark, Journal of Food Products Marketing, 7(4): 57-75.
  • Roininen, K., Arvola, A., and Lähteenmäki, L. (2006). Exploring consumers’ perceptions of local food with two different qualitative techniques: Laddering and word association, Food Quality and Preference, 17(1-2): 20-30.
  • Ryan, I., Cowan, C., McCarthy, M., and O'sullivan, C. (2004). Segmenting Irish food consumers using the food-related lifestyle instrument, Journal of International Food and Agribusiness Marketing, 16(1): 89-114.
  • Schneider, M. L., and Francis, C. A. (2005). Marketing locally produced foods: Consumer and farmer opinions in Washington County, Nebraska, Renewable Agriculture and Food Systems, 20(4): 252-260.
  • Selfa, T. and Qazi J. (2005). Place, taste, or face-to-face? Understanding producer–consumer networks in “Local” food systems in Washington State, Agriculture and Human Values, 22 (4): 451- 464.
  • Seyfang, G. (2006). Ecological citizenship and sustainable consumption: Examining local organic food networks, Journal of Rural Studies, 22(4): 383-395.
  • Sherriff, G. (2009). Towards healthy local food: issues in achieving just sustainability, Local Environment, 14(1): 73-92.
  • Sims, R. (2009). Food, place, and authenticity: Local food and the sustainable tourism experience, Journal of Sustainable Tourism, 17(3): 321-336.
  • Skallerud, K., and Wien, A. H. (2019). Preference for local food as a matter of helping behaviour: Insights from Norway, Journal of Rural Studies, 67: 79-88.
  • Tregear, A., and Ness, M. (2005). Discriminant analysis of consumer interest in buying locally produced foods, Journal of Marketing Management, 21(1-2), 19-35.
  • USDA (2020). The know your farmer, know your food compass [Online]. Available: https://www.usda.gov/media/blog/2012/02/29/introducing-know-your-farmer-know-your-foodcompass [17 January 2020].
  • Van Huy, L., Chi, M. T. T., Lobo, A., Nguyen, N., and Long, P. H. (2019). Effective segmentation of organic food consumers in Vietnam using food-related lifestyles. Sustainability, 11(5), 1237.
  • Van Raaij, W. F., and Verhallen, T. M. (1994). Domain-specific market segmentation, European journal of Marketing, 28(10): 49-66.
  • Wägeli, S., and Hamm, U. (2012). Consumers ‘perception of feed origin in organic food products declared as local, Available at https://ageconsearch.umn.edu/record/144965/ [05 Jaunary 2020].
  • Wawrzyniak, J., Jąder, K., Schade, G., and Leitow, D. (2005). Consumers? Attitudes and Behaviour in Relation to Regional Products-Results of Empirical Research in Germany and Poland, Journal of Agribusiness and Rural Development, 4(359): 145-156.
  • Wilkins, J. L., Bowdish, E., and Sobal, J. (2000). University student perceptions of seasonal and local foods, Journal of nutrition education, 32(5): 261-268.
  • Witzling, L., and Shaw, B. R. (2018). Lifestyle segmentation and political ideology: Toward understanding beliefs and behavior about local food, Appetite, 132: 106-113.
  • Wycherley, A., McCarthy, M., and Cowan, C. (2008). Specialty food orientation of food related lifestyle (FRL) segments in Great Britain, Food Quality and Preference, 19(5): 498-510.
  • Yue, C., and Tong, C. (2009). Organic or local? Investigating consumer preference for fresh produce using a choice experiment with real economic incentives, HortScience, 44(2): 366-371.
  • Żakowska-Biemans, S. (2011): Polish consumer food choices and beliefs about organic food, British Food Journal, 113 (1): 122- 137.
  • Zepeda, L., and Leviten-Reid, C. (2004). Consumers' views on local food, Journal of Food Distribution Research, 35(3): 1-6.
  • Zepeda, L., and Li, J. (2006). Who buys local food?, Journal of Food Distribution Research, 37(3): 1- 11.
  • Zepeda, L., and Nie, C. (2012). What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments, Agriculture and Human Values, 29(4): 467-480.
Türk Turizm Araştırmaları Dergisi-Cover
  • ISSN: 2587-0890
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2017
  • Yayıncı: Prof. Dr. Yüksel ÖZTÜRK
Sayıdaki Diğer Makaleler

Restoran Deneyiminden Memnuniyet Potansiyelinin Belirlenmesinde “Gülez Yöntemi” nin Kullanılmasına Yönelik Bir Model Önerisi

Sami Sonat ÖZDEMİR

Yenilenebilir Enerji Teknolojilerinin Konaklama İşletmelerinde Kullanımı ve Turizm Arzındaki Paradigma Kırılması: Avusturya Stadhale Hotel İncelemesi*

Emirhan YENİŞEHİRLİOĞLU, Oğuz TÜRKAY

Turizm Programlarında Sunulan E-Öğrenme Araçlarının Önem-Performans Analiziyle Değerlendirilmesi

Ece DOĞANTAN

Meslek Aşkı, İşin Anlamlılığı ve Mutluluk İlişkisi: Turizm Eğitimi Alan Öğrenciler Üzerine Bir Araştırma*

Emrah ÖRGÜN, Ali SOLUNOĞLU, Günay EROL

Yeni Koronavirüs (Covid-19) Günlerinde Bireylerin Yeme Tutumlarının İncelenmesi

Çinuçen OKAT, Songül ÖZER

Türk Turizm Dergilerinde Gastronomi: Gastronomi Çalışmaları Nereye Gidiyor?

Ebru ZENCİR ÇİFTÇİ

İngilizce ve Türkçe Kelimelerin Fonolojik ve Semantik Benzerliklerinin Kelime Öğretimine Katkısı: S.Ü. Silifke-Taşucu MYO, Turizm ve Otel İşletmeciliği Programı Örneği*

Mürsel KAYA, Nazlı GÜNDÜZ

Lisans Düzeyinde Turizm Eğitimi Alan Öğrencilerin Grup Çalışması Becerileri Üzerine Bir Araştırma*

Said KINGIR, Didar SARI ÇALLI, Oğuzhan ÇAĞATAY

Yerel Yiyecek Tüketicilerinin Tipolojisi: Gıda Temelli Yaşam Tarzına Göre Pazar Bölümlerinin İncelenmesi*

Merve ÇETİN, Kadir ÇETİN

Kadın Çalışanların Otel Mutfaklarında İstihdam Edilememe Nedenleri

Gülcan DAĞAŞAN