Effects of Avian Influenza on Consumer Purchasing Behaviour in Tekirdag

Abstract

In this research, the effects of avian flu on meat products consumption habits of public in Tekirdag city center were investigated. To this end, a questionnaire about this topic was used in a survey that has been performed with randomly selected 390 people. The surveys were made in Tekirdag province of Turkey in June, 2006. According to the results of the present study, the increase in the number of labourers in a family and the day-by-day improvement of the socioeconomic statue result to higher income and so this situation results to the increase in food consumption and especially meat consumption. It was determined that 30 and 25% of the subscribers consumed meat products 3 times and 2 times in a week, respectively. And it was also determined that the 36% of the consumed meat products was chicken meat. However, there were significant changes in consumed meat products as the results of the news and broadcastings on media, especially after the avian influenza cases. The 39% of the subscribers who had been attended the survey in this period preferred beef meat and the 34% of them preferred fish. There was a significant decrease in the percentage of consumers who preferred chicken meat (20%). As a result, it was concluded that the people (56%) significantly cut down the consumption of chicken meat that is known as the primary source of avian influenza.