Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat Consumption
The study was designed to determine the consumers’ attitude and behaviors towards poultry meat consumption and to analyze the factors affecting on their meat consumption. The data obtained from 385 households consuming the poultry meat and residing in Erzurum province. As the data set based on Princ...
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| Format: | Article |
| Language: | English |
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Hasan Eleroğlu
2015-01-01
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| Series: | Turkish Journal of Agriculture: Food Science and Technology |
| Online Access: | http://www.agrifoodscience.com/index.php/TURJAF/article/view/69 |
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| author | Yavuz Topcu Ahmet Semih Uzundumlu Derya Baran |
| author_facet | Yavuz Topcu Ahmet Semih Uzundumlu Derya Baran |
| author_sort | Yavuz Topcu |
| collection | DOAJ |
| description | The study was designed to determine the consumers’ attitude and behaviors towards poultry meat consumption and to analyze the factors affecting on their meat consumption. The data obtained from 385 households consuming the poultry meat and residing in Erzurum province. As the data set based on Principal Component Analysis to determine the main factors affecting the consumption according to the poultry meat attributes and K-means Cluster Analysis to constitute the homogenous segments related to their consumption frequencies were used. According to the results of the study; the heavy users (C1) consuming the poultry meat consumption constituted the desirous and sensitive consumer segments based on both product image and price-sensitive contributing to the regional and rural development under the augmented product mix registered with the origin of the region. On the other hand, while the medium users (C2) focused on the concept forming their diets under the core benefit and the disease risk of the poultry meat by considering the sensorial and main quality attributes, light users (C3) also tried to maximize their total utility through products with generic brand. Therefore, it could introduce the augmented product mix under the product strategies with local brand with the origin of region for C1, the private brand strategies meting ISO 9001 and HACCP standards for C2, and the generic branded product with the origin of region in accordance with the product image for C3. In this way, it could be contributed to the rural regional developments, and thus could be increased the welfare levels of the people living in the rural areas by providing both the producer and consumer satisfactions. |
| format | Article |
| id | doaj-art-733ede91c2634ced8c7c585e3c3ebc49 |
| institution | OA Journals |
| issn | 2148-127X |
| language | English |
| publishDate | 2015-01-01 |
| publisher | Hasan Eleroğlu |
| record_format | Article |
| series | Turkish Journal of Agriculture: Food Science and Technology |
| spelling | doaj-art-733ede91c2634ced8c7c585e3c3ebc492025-08-20T02:06:19ZengHasan EleroğluTurkish Journal of Agriculture: Food Science and Technology2148-127X2015-01-013524224710.24925/turjaf.v3i5.242-247.69126Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat ConsumptionYavuz Topcu0Ahmet Semih Uzundumlu1Derya Baran2Atatürk Üniversitesi, Ziraat Fakültesi, Tarım Ekonomisi Bölümü, 25240 ErzurumAtatürk Üniversitesi, Ziraat Fakültesi, Tarım Ekonomisi Bölümü, 25240 Erzurum2Atatürk Üniversitesi, Fen Bilimleri Enstitüsü, Tarım İşletmeciliği A.B.D., 25240 ErzurumThe study was designed to determine the consumers’ attitude and behaviors towards poultry meat consumption and to analyze the factors affecting on their meat consumption. The data obtained from 385 households consuming the poultry meat and residing in Erzurum province. As the data set based on Principal Component Analysis to determine the main factors affecting the consumption according to the poultry meat attributes and K-means Cluster Analysis to constitute the homogenous segments related to their consumption frequencies were used. According to the results of the study; the heavy users (C1) consuming the poultry meat consumption constituted the desirous and sensitive consumer segments based on both product image and price-sensitive contributing to the regional and rural development under the augmented product mix registered with the origin of the region. On the other hand, while the medium users (C2) focused on the concept forming their diets under the core benefit and the disease risk of the poultry meat by considering the sensorial and main quality attributes, light users (C3) also tried to maximize their total utility through products with generic brand. Therefore, it could introduce the augmented product mix under the product strategies with local brand with the origin of region for C1, the private brand strategies meting ISO 9001 and HACCP standards for C2, and the generic branded product with the origin of region in accordance with the product image for C3. In this way, it could be contributed to the rural regional developments, and thus could be increased the welfare levels of the people living in the rural areas by providing both the producer and consumer satisfactions.http://www.agrifoodscience.com/index.php/TURJAF/article/view/69 |
| spellingShingle | Yavuz Topcu Ahmet Semih Uzundumlu Derya Baran Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat Consumption Turkish Journal of Agriculture: Food Science and Technology |
| title | Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat Consumption |
| title_full | Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat Consumption |
| title_fullStr | Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat Consumption |
| title_full_unstemmed | Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat Consumption |
| title_short | Analysis of the Factors Affecting the Consumers’ Attitude and Behaviors towards the Poultry Meat Consumption |
| title_sort | analysis of the factors affecting the consumers attitude and behaviors towards the poultry meat consumption |
| url | http://www.agrifoodscience.com/index.php/TURJAF/article/view/69 |
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