DETERMINING IMPORTANT FACTORS ON FISH CONSUMPTION WITH CONJOINT ANALYSIS IN TEKIRDAG, TURKEY

In the world, there is an increasing consumption trend from red meat to white meat, especially to the fish. Despite the known benefits of fish consumption on human health, it is still not at the desired level in Turkey. The average fish consumption is 5.58 kg per capita in Turkey, and it is below the World (14.9 kg) and the EU (16.89 kg) average fish consumption. The aim of the study was to determine the importance level given to the factors that respondents consider when purchasing fish. In this study, surveys were conducted with 248 respondents. Conjoint analysis was used to determine the most important factors that influence respondents while purchasing fish. According to the results, fish consumption per capita in Tekirdag is 14.69 kg per year. In conjoint analysis results for all respondents, the most important factors in fish consumption are price (34.2%), form (31.4%), production method (26.9%) and supply channel (7.5%). The factors that influence respondents are changing according to the income groups. While price is the most important factor for respondents with a monthly income 1210 EUR or less, respondents with monthly income 1210 EUR and above pay attention to the processing type factor. Fish price and form are the most important factors for respondents. Retailers should aim to deliver fresh fish to consumers with a low-price policy. Due to this, it is needed to establish fish markets where necessary food controls and inspections are made, consumers relied, complying with European Union standards, fresh and cheap fish is sold.