Factors Affecting Consumer Perception of Goat meat and Meat Products in Ankara Province

Abstract

This study was carried out to determine the perceptions of consumers residing in the central districts of Ankara (Altındağ, Çankaya, Etimesgut, Gölbaşı, Keçiören, Mamak, Pursaklar, Sincan and Yenimahalle) towards goat meat and meat products and to determine the factors that are effective in the consumption of these products. In this purpose, face-to-face surveys were conducted with 269 consumers, and their socio-economic and demographic characteristics, their behaviour towards consuming and purchasing goat meat and meat products were examined. The research findings were analysed with the chi-square statistical method and cross-tabulation. It has been determined that 82.2% of the consumers who participated in the survey do not consume goat meat and meat products, while 17.8% do. Cubed meat (16.7%) and minced meat (13.8%) are mostly consumed by consumers as goat meat product, and monthly consumption of goat meat cubes and goat meat is respectively; It was determined that 0.20 and 0.17 kg. As a result of the chi-square analysis, it was detected that the relationship between the demographic characteristics of the consumers and the consumption of goat meat and meat products was not statistically significant, but the tendency of consuming goat meat was higher among men, married, 18-45 years old and with higher education level. However, it has been determined that the relationship between the tendency to sacrifice and goat meat consumption is significant. Considering these features in the promotional activities to be carried out to increase consumer preference and perception of goat meat and meat products will lead to more effective results.