Tekirdağ ilinde tüketicilerin makarnaya karşı tutum ve davranışlarının analizi
Yükleniyor...
Dosyalar
Tarih
2007
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Namık Kemal Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalısmada amaç, makarna tüketicilerinin tutumları ve satın alma kararlarını etkileyen unsurların belirlenmesidir. Arastırmanın materyalini birincil ve ikincil veriler olusturmaktadır. Tekirdağ ilinde 385 hane halkıyla yüz yüze yapılmıs olan anket çalısması birincil verileri, bu konuda yapılmıs olan yayınlar ve literatür taraması ise ikincil verileri olusturmaktadır. Elde edilen bilgilerle tüketicilerin makarna alım tercihleri, miktarları ve makarna satın alımında etkili olan faktörler ortaya konulmustur. Ayrıca makarna tüketicilerinin tercihlerinde rol oynayan bazı kalite kriterleri açısından farklı markadaki ürünler karsılastırılmıs ve elde edilen bulgular yorumlanmıstır. Arastırma sonuçlara göre ankete katılan tüketicilerin %97,7’si makarna tüketmektedir. Tüketicilerin makarna satın alım yerleri olarak zincir mağaza ve süpermarketleri tercih ettiği görülmektedir. Her aile ayda en az bir kere makarna pisirmekte ve %62,2’lik bir kesim makarnayı ana yemekle birlikte tüketmektedir. II Ayrıca arastırmada tüketicilerin markaları ve ürünlerin kalite kriterlerini önemsediği belirlenmistir. Tüketicilerin makarna tercihlerinde dikkate aldıkları kriterler; lezzet, son kullanma tarihi, markaya olan güven ve gıda güvenliği seklinde sıralanmıstır. Tüketicilerin en çok tercih ettiği makarna tipinin spagetti ve fiyonk makarna olduğu ve makarnayı salçalı tüketmeyi tercih ettikleri belirlenmistir. Tüketicilerin makarna satın alma davranısında ürünün markası ve kendi görüsleri etkili olmaktadır. Tüketicilerin %94,1’lik bir kesimi de makarnanın kolay hazırlanabilen pratik bir yemek olduğunu düsünmektedir.
The aim of this study was to determine the attitudes of pasta consumers, the factors influencing their purchasing decision. The primary and secondary data constitutes the research material. A face-to-face interview with 385 households constitutes the primary data and literature about this subject constitutes the secondary data. The pasta purchasing preferences of the consumers, the amount of pasta purchasing and the factors influencing the purchasing behaviour of the consumers were propounded. Also, products with different brands were compared in terms of quality criteria which play important role in consumer preferences and the findings obtained were interpreted. According to the research results, 97,7% of the respondents consume pasta products. It was determined that the consumers prefer supermarkets and chain stores for pasta purchasing. Each family consumes pasta products at least one times in a month and 62,2% of them consume pasta with main courses. IV Furthermore, it was determined that the brands and the quality criteria of the products are most important factors. The criteria that the consumers consider are; taste, expiry date, the reliability of the brand and food safety. It was determined that mostly preferred pasta types were spaghetti and bow-tie pasta, and the consumers preferred to consume pasta with tomato paste. The pasta purchasing behaviour of consumers was affected by their own opinions and the brand of the product. The 94.1% of the consumers think that pasta is a easy-to-cook meat.
The aim of this study was to determine the attitudes of pasta consumers, the factors influencing their purchasing decision. The primary and secondary data constitutes the research material. A face-to-face interview with 385 households constitutes the primary data and literature about this subject constitutes the secondary data. The pasta purchasing preferences of the consumers, the amount of pasta purchasing and the factors influencing the purchasing behaviour of the consumers were propounded. Also, products with different brands were compared in terms of quality criteria which play important role in consumer preferences and the findings obtained were interpreted. According to the research results, 97,7% of the respondents consume pasta products. It was determined that the consumers prefer supermarkets and chain stores for pasta purchasing. Each family consumes pasta products at least one times in a month and 62,2% of them consume pasta with main courses. IV Furthermore, it was determined that the brands and the quality criteria of the products are most important factors. The criteria that the consumers consider are; taste, expiry date, the reliability of the brand and food safety. It was determined that mostly preferred pasta types were spaghetti and bow-tie pasta, and the consumers preferred to consume pasta with tomato paste. The pasta purchasing behaviour of consumers was affected by their own opinions and the brand of the product. The 94.1% of the consumers think that pasta is a easy-to-cook meat.
Açıklama
Anahtar Kelimeler
Tüketici beklentileri, makarna tipi, kalite kriterleri, MDS analizi, Consumer expectations, spaghetti type, quality criterions, MDS analysis
