Tüketicilerin Market Markalı ve Üretici Markalı Gıda Ürünü Tercihlerinin Analizi: İzmir İli Örneği
Küçük Resim Yok
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu araştırmada, İzmir İli merkez ilçelerinde yaşayan tüketicilerin market markalı ve üretici markalı gıda ürünü tercihlerinde fiyat, kalite, gıda güvenliği, marka tanınırlığı ürün özelliklerinden hangilerinin öne çıktığı belirlenmeye çalışılmış ve market markalı gıda ürünlerine yönelik satın alma davranışları incelenmiştir. Araştırmanın ana materyalini 650 tüketici ile yapılan anketlerden elde edilen veriler oluşturmuştur. Verilerin analizinde analitik hiyerarşi süreci ve tanımlayıcı istatistikler kullanılmıştır. Ankete katılan tüketicilerin üretici markalı gıda ürünlerini (0.68) market markalı gıda ürünlerine (0.32) göre daha çok tercih ettiği görülmüş ve tüketicilerin bu tercihlerinde en etkili olan ürün özelliğinin gıda güvenliği olduğu tespit edilmiştir. Tüketicilerin % 65’inin market markalı gıda ürünü tükettiği ve en çok tercih edilen market markalı gıda ürünlerinin sırası ile pirinç, bakliyat, süt, yoğurt ve makarna olduğu belirlenmiştir. Market markalı gıda ürünlerine olan talebin arttırılmasında, perakendecilerin kendi markalı ürünlerinin gramajlarında farklılaşmaya gitmelerinin ve tüketicilerin ilgisini üretici firma bilgisine çekmelerinin önemli olacağı sonucuna varılmıştır.
In this study, the prevailing product features such as price, quality, food safety and brand awareness in store branded and manufacturer branded food product preference of and purchasing behaviours against store branded food products of consumers living in Central Towns of Izmir Province are examined. The main material of this study is original data that obtained from the face to face interviews with 650 consumers. Analytic hierarchy process and descriptive statistics were used analysis of the data. It is seen that the consumers participated in queries have rather preferred manufacturer branded food products (0.68) than store branded food products (0.32) and it is determined that the most efficient product quality in the preference of the consumers is the food safety. Along with such results, it is determined that the 65% of the consumers have consumed store branded food products and that the most preferred store branded food products are rice, legumes, milk, yoghurt and pasta respectively. It is concluded that it will be important that retailers go into differentiation in the weights of their store branded products and attract the attention of the consumers to the information on the producing company in increasing the demand for the store branded food products.
In this study, the prevailing product features such as price, quality, food safety and brand awareness in store branded and manufacturer branded food product preference of and purchasing behaviours against store branded food products of consumers living in Central Towns of Izmir Province are examined. The main material of this study is original data that obtained from the face to face interviews with 650 consumers. Analytic hierarchy process and descriptive statistics were used analysis of the data. It is seen that the consumers participated in queries have rather preferred manufacturer branded food products (0.68) than store branded food products (0.32) and it is determined that the most efficient product quality in the preference of the consumers is the food safety. Along with such results, it is determined that the 65% of the consumers have consumed store branded food products and that the most preferred store branded food products are rice, legumes, milk, yoghurt and pasta respectively. It is concluded that it will be important that retailers go into differentiation in the weights of their store branded products and attract the attention of the consumers to the information on the producing company in increasing the demand for the store branded food products.
Açıklama
Anahtar Kelimeler
Mühendislik, Ziraat
Kaynak
Ege Üniversitesi Ziraat Fakültesi Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
52
Sayı
3
