ANALYSIS OF FACTORS AFFECTING TURKISH SUNFLOWER OIL CONSUMER BEHAVIOR: THE CASE OF ERZURUM PROVINCE

Sunflower oil consumption in Turkey has been increasing for the past decade due to dietary and health concerns. However, consumption of sunflower oil exceeds its production. Efforts have been made to overcome the production deficit for the last decade by importing the oil, but this deficit has continued to increase. The aim of this study was to explore Turkish consumer behaviour with respect to sunflower oil consumption in the city of Erzurum. Factor and regression analyses were used to determine significant factors related to sunflower oil attributes and the socioeconomic and demographic characteristics of the consumers. To this end, factor and multiple linear regression analyses using the SPSS statistical program were carried out on the data from a 250-household survey. The results show that consumer satisfaction with sunflower oil and its price play an important role in consumer buying decisions and the amount bought is related to sunflower oil attributes. With regard to consumer buying power and frequency, vegetable oil expenditures are directly affected by the stage of the life-cycle and job position. These factors also play an important role in consumer buying attitudes and behaviour. These findings are also beneficial to marketers, manufacturers and retailers for product design and developing new marketing tactics and strategies.