FACTORS AFFECTING CONSUMER

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Oct 6, 2013 - http://www.zmo.org.tr/resimler/ekler/3640de25b7d6567_ek.pdf?tipi= ... http://www.besd-bir.org/turkiyekanatliistatistikleri.htm,Erişim: 01.07.2013.
Proceedings – 24th International Scientific-Expert Conference of Agriculture and Food Industry – Sarajevo 2013

FACTORS AFFECTING CONSUMER PREFERENCES FOR CHICKEN MEAT IN IZMIR METROPOLITAN CITY A. Uzmay1, M. Yercan1, Z. Albayram Doğan2 Scientific paper Summary The crisis in the beef meat recently in Turkey makes the other sectors necessary to be investigated that supply the protein requirements of the consumers. The aim of this research is to determine social, economic factors that affect the consumption of chicken meat of the households and the priority reasons of consumers’ consumption preferences. In this context, 200 face to face interviews have been conducted with the households in the hypermarkets in three districts of Izmir metropolitan city which are Bornova, Konak, Karşıyaka.In this study, fifteen-day consumption of chicken meat is categorized into three groups and tried to find out social, economic factors that affect the increase in consumption of chicken meat from lowest to highest with the ordered logistic regression model. Likewise, Chi-Square analysis and Kruskal-Wallis analysis in nonparametric tests were used in the research. According to model results, increase in food expenditure in total, university education of respondents and the highest income group are affective positively, on the other hand, heart and vascular health problems in the households, age of consumer and increase in the age of 44-45 in households is affective negatively for the each 1 kg increase of chicken meat consumption in total.In this research, chicken meat is healthier than beef meat (44%), chicken meat is cheaper (24.5%), more nutritional content in chicken meat (22.5%) comes for the priority reasons to prefer chicken meat. In the research results, low cost precautions in chicken meat production and breeding, increasing chicken meat consumption in lower income groups are emphasized to increase chicken meat consumption Key words: chicken meat consumption, ordered logistic regression, Kruskal-wallis analysis INTRODUCTION Chicken meat is preferred to beef meat because of its cheaper prices, low fat, easy access and easier production conditions. In 2010, the average consumption of chicken meat in the world is 12.5 kg. The average consumption of pork is 13.5 kg, beef meat is 8 kg, sheep and goat meat is 1.6 kg. The consumption of chicken meat in the world is 95.156.000 tons.While considering the consumption of chicken by the continents, the highest rate is 39% in Asia, and respectively, 38% in America, 18% Europe and 5% Africa between the years of 2008 and 2010 (FAO, 2013; KUZKA, 2013). About 2 million people in Turkey provide their livelihood by the chicken sector directly or indirectly (KUZKA, 2013). The enterprises of chicken sector in Turkey are qualified to compete at international level. 9.258 of current 9.532 broiler enterprises are commercial with the rate of 97.13% and 274 of them are breeding enterprises. The number of broiler coop is 14,098 in total and the chicken capacity of coop is 186.560.197 (GTBH, 2013). The decrease in the production has occurred because of the aspect of the consumers to chicken meat with the bird flu came out in 2016, decrease in purchasing power because of economic crisis in the years of 2008 and 2009 which affected all around world, fluctuations in feed prices and recessions and uncertainty in the markets (KUZKA, 2013). With the release in the effects of economic crisis after 2010 and the later on, the increase in the production has observed. The consumption of 90-95% of chicken meat in Turkey is chicken meat. While the consumption of chicken meat in 1990 was 3.83 kg, it was 18.79 kg in 2011 with increase in Turkey (Besd-bir, 2013). After the crisis in beef meat sector in 2010, the importance of the demand on chicken meat has increased in Turkey. The purpose of this research is to determine the factors affecting the consumption of chicken meat of the households and the priority reasons to prefer chicken meat. MATERIALS AND METHODS The material of this research is formed by two sources. The first is national and international statistics of related to the subject and also the previous studies conducted. The secondary main material is the results of face to face 1

Ege University, Faculty of Agriculture, Department of Agricultural Economics, Bornova-Izmir Ministry of Food, Agriculture and Livestock, International Agricultural Research and Training Center, Department of Agricultural Economics, Menemen-Izmir Correspondence: Ayşe Uzmay, Ege University, Faculty of Agriculture, Department of Agricultural Economics, Bornova-Izmir, [email protected]

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A. Uzmay, M. Yercan, Z. Albayram Doğan

interviews. The consumer profile was formed from the consumers doing shopping at the hypermarkets and also the representing households who consume chicken meat. The average number of consumers who doshopping at the hypermarkets could not be determined and also some hypermarkets did not allow conducting the interviews. For this reason, Izmir province’s population (3.965.000) was taken into account. Number of households was calculated as 991.250 by dividingnumber of the population by 4. Number of consumer representing households to be interviewed was determined through sampling method: 95 % confidence interval and 0.07 % error ratio were taken into consideration (Newbold, 1995). n=

 σ 

n: Sample volume,

N: Population (991,250)σpx2: Variance

Maximum sample volume was aimed to be achieved in the study. In doing so, p: 0.50 and (1-p): 0.50 were taken. 200respondents from the study area were interviewed. The interviews were conducted in Bornova, Konak and Karşıyaka which are the five districts that have the most crowded population in Izmir. In this context, the interviews were conducted and 200 consumers were interviewed at 5 hypermarkets in Bornova, 3 hypermarkets each for Konak and Karşıyaka. Ordered logistic regression was used to determine the factors affecting the probability of consuming chicken meat in the research. The households’ consumption of chicken meat was categorized according to 2 kg differences and divided by three groups. Thus, first group express 1-2 kg consumption of chicken meat, second group is 3-4 kg consumption and third group is 4 kg consumption. In cases, in which the dependent variable is put in order or is a categorized variable, an ordered logistic regression can be used.For data analyzing, SPPS 15 software was used as statistical program. The ordered multiple choice model assumes the below given relationship (Emec, 2002). G(Prob(Y ≤ j)) = α j + β’x j = 1, ….., k (1) Here, the variable Y is measured by one of K+1 from a different category, J, K are constant cut parameters. β’is a gradient vector that doesn’t include a constant pause term. Therefore,α 1