Duyusal ve hedonik kalite nitelikleri, tüketicilerin kırmızı et tüketim tercihlerini nasıl etkiler?

The aim of the research

is to determine how the sensory and hedonic quality attributes of the red meat

affect the consumers’ red meat consumption and preferences. The primary data

obtained from 385 households consuming the red meat and residing in Erzurum was

used for Principal Component Analysis

(PCA), K-means Cluster Analysis and Multiple Regression/Correlation Analysis (MRC).The results of

the study showed that the purchasing model were formed by the

sensory quality attributes of the red meat for the heavy users, and hedonic ones of it for the medium and light users.

Moreover, it was also analyzed that the sensory quality attributes were much

more important than the hedonic ones on purchasing patterns of red meat for the

homogenous consumers mass. On the other hand, while the red meat price and

consumers’ income as the indicators of the hedonic qualities affected all

consumer masses, the second and third consumer groups exhibited the behaviors

and attitudes towards the red meat consumption according to hedonic quality attributes

including the variables of the core benefit and real product images, respectively;

but those of the first group accepted the sensory quality ones covering aroma

and the structural and visual properties. According to the results of the

study; the production and marketing strategies taking into consideration the

sensory quality attributes based the core benefit, hedonic quality focused on

the core benefit and that under the real product image could provide a number

of the positive effects on both the target consumer masses and the manufacturer

and middlemen.