Consumer behaviours of olive oilsin aegean region of Turkey
Başlık çevirisi mevcut değil.
- Tez No: 726481
- Danışmanlar: DR. MUSTAFA NAZİM MAVİOGLU
- Tez Türü: Yüksek Lisans
- Konular: Ziraat, Ağaç İşleri, Beslenme ve Diyetetik, Agriculture, Wood Products, Nutrition and Dietetics
- Anahtar Kelimeler: Consumer behavior, olive oil, oils and fats, Turkey, The Aegean, marketing, consumption, eating habits
- Yıl: 2019
- Dil: İngilizce
- Üniversite: Instıtuto Agronómıco Medıterraneo de Zaragoza
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
This thesis investigates the consumer behavior of olive oils in the Aegean region of Turkey. Specifically, it analyzes the degree of knowledge of consumers about the different olive oils and their perceptions about them, as well as the oils and fats consumed and their link to different uses, the reasons for consuming and not consuming olive oils, the image and positioning of olive oils among consumers, the beliefs and attitudes of consumers against food, their purchasing behavior, the willingness to pay for the package of olive oil, etc. Finally, the influence of demographic and socioeconomic variables on the behavior of consumers is analyzed. To achieve the objectives of this study, 400 surveys were conducted to consumers living in the Aegean region of Turkey. The survey has been structured in 27 questions, designed with different scales of measurement, and grouped into several blocks: knowledge, factors of purchase and non-purchase, uses of oils and fats, image and positioning, lifestyles and buying habits, behavior of purchase, aspects valued in the purchase of oils and fats and demographic and socioeconomic variables. The treatment of the data was carried out on two market segments: consumers and non-consumers of olive oils. Once the process of data collection was completed, they were analyzed with the help of statistical methods: univariate analysis, bivariate analysis, factor analysis and cluster analysis. The results show a high ignorance of the consumers surveyed about the different types of olive oils, so that 81% of the participants noticed that they do not know the varieties of olive oil specified by the Turkish Food Codex. The degree of knowledge is correlated with gender and age, so that women and those under 30 years are the least knowledgeable of olive oil varieties. Another result was a high number of consumers who use extra virgin olive oil -EVOO- and butter. Regarding the reasons for consuming olive oil, the positive effects for health, taste and being a natural product stand out. Regarding the reasons for not consuming olive oil, the following stand out: its high price, its taste and its smell. The preferred uses for extra virgin olive oil are fried foods, stews, roasts and salads. Olive oil is preferred for confectionery and sauces. Finally, butter is preferred to eat with raw v bread. The consumption of extra virgin olive oil is correlated with the gender and the level of studies, consuming more women and those of higher level of study. For its part, the consumption of virgin olive oil is correlated with gender, consuming more men. Finally, the consumption of olive oil is correlated with the level of studies, linked to the master's and doctoral studies. About the place where the participants bought olive oil, 51.50% of the respondents buy olive oil directly from the producer, 31.75% of the sample comes from its own production. The bottle preferred by 41% of the participants is transparent glass, followed by the glass bottle with the dark color with 29.25%. 58.25% of the sample said that it plays a role in the external characteristic of the bottle in its selection of olive oil. 59.50% of the participants indicated that they do not want to pay extra money for the bottle or packaging of olive oil. 89% of the participants specified that they observe the region where it is produced while they buy the olive oil. 59% of the participants said that they chose the Aegean and Marmara region for the region where the best olive oil is produced, while 41% of the sample indicated that they chose the Aegean region and the Mediterranean. A matter of interest is that there are different lifestyles or eating habits among consumers and non-consumers of olive oil, so that the former are more concerned about consuming healthy products, pay more attention to food safety, look for products from quality, value those foods that care more for the environment, produced in the region where they live and value more natural products. Finally, regarding the image and positioning of oils and fats, consumers surveyed perceive extra virgin olive oil as more expensive than sunflower, better taste and smell, better for health, higher quality and less fattening. They also perceive extra virgin olive oil as more expensive than olive oil, with a better smell, better for health and of higher quality.
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