Urban and rural households' fresh chicken meat consumption behaviors in Turkey

Purpose - The major purpose of this study was to compare the fresh chicken meat consumption structure of urban and rural households of different income levels in Van province, Turkey. Design/methodology/approach - The sample size of 96 urban and 95 households were selected randomly using sampling selection method where the population is limited. The data were collected by personnel interviewing from the households in eight districts and eight villages of Van province, Turkey between 15 November 2004 and 5 March 2005. The households were classified as the lowest, medium, upper medium and the highest income groups. Independent-samples t-students, one-way ANOVA, chi-square and linear regression statistical tests were used. Findings - The average yearly fresh chicken meat consumption per head was 19.1 and 14.6 kg for urban and rural households, respectively. According to regression test results $1,000 increase in yearly income will raise the yearly chicken meat consumption of urban and rural households by 3.8 and 8.7 kg, respectively. The income was effective on both the consumption level and behavior of households. The urban households attached more attention to habit and nutrition value variables, while the cheapness was the major factor affecting the rural households' preference of chicken meat. Originality/value - The article analyzes the differences/similarities of urban and rural households in terms of consumption expenditures and consumers' behaviors towards fresh chicken meat. The paper is an original research subject as regards its potential contributions of the nutritional measures to be taken and marketing strategies to be developed in the region.