Determination of consumers' chicken meat purchase and consumption preferences: A case study of Hatay province

Aims: This study was carried out in order to determine the purchasing and consumption preferences of consumers for chicken meat.Methods and Results: In this context, the data obtained from the survey conducted with 392 consumers from low, middle and high income groups in the province of Hatay constitute the main material of the study. In the research, statistical data obtained from the Turkish Statistical Institute and Egg Producers Central Union and previous studies on the subject were used. In the analysis of the data, firstly frequency tables were created and percentage calculations were used. In addition, the Chi-square (χ2) independence test was used when examining the relationships between consumers' income levels and some socio-economic variables. According to the findings obtained; The amount of chicken meat consumed per person in Hatay is 14.18 kg annually. More than half of the consumers buy chicken meat according to their current needs, that is, when they need it without preserving chicken meat at home. Among the factors affecting the choice in terms of chicken meat preference; While the freshness, production date and quality of the product are in the first place, the suitability of the palate, the price of the product, the packaging, the manufacturer and the product advertisement are other important factors in the ranking.Conclusions: It is understood that the consumers participating in the survey are young, educated, and have enough individuals in their households to be considered nuclear families. From the findings, there is a conscious consumer profile in the province of Hatay who knows what they want while making their choices.Significance and Impact of the Study: In today's world, where communication tools are widespread, access to information is easy and the use of e-commerce is increasing, it is important for producers and marketers to know consumer preferences. In this respect, it is a study that reveals and guides consumer preferences. It is also important because it is a new study to be added to the literature in terms of scientific knowledge.