Demographic Factors Influencing Consumer Preferences of Seafood Consumption: Central Anatolia Region

Abstract

This study was carried out in order to analyze seafood consumption level of consumers in Central Anatolia Region (Province Ankara) and their consumption behavior. Proportional sampling method was used in determining sample size and sample size was determined as 167. Data were collected from randomly chosen individuals with face-to-face interviews. As a result of study, in order to determine possible effects of socio-economic properties of consumers on seafood consumption, CHAID analysis which is one of the decision tree analyses was used. According to the results of analysis; it can be said that dependent variables of income, education and age have effect on attitude and behavior of consumers while gender have no effect on consumption behaviors.