Değişen Beslenme Alışkanlıkları Perspektifinde Takviye Edici Gıdalar: Tüketiciler Ne Kadar Bilinçli?

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DOI : 10.26449/sssj.1937
Year-Number: 2019-51
Language : null
Konu :
Number of pages: 6866-6882
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Abstract

Bu çalışmada toplumdaki bireylerin değişen yaşam biçimleriyle beraber farklılaşan beslenme alışkanlarının potansiyel bir sonucu olan takviye edici gıdalara yönelim ele alınmıştır. Takviye edici gıdaların kapsamı, potansiyel fayda ve zararları ve tüketicilerin kullanım sebepleri, planlı davranış teorisi ve sağlık inanç modeli temelinde araştırılmıştır. Ardından, Dünya’da ve Türkiye’de takviye edici gıdaların kullanımı, pazarlanma stratejileri ve pazarın büyüklüğü irdelenmiştir. Çalışmanın amacı takviye edici gıdaların ne olduğu, bireyler arasında giderek artan bir kullanım oranına sahip olmasına yönelik sebepleri, pazardaki tüketicilerin bilgi kaynaklarını ve fiyat hassasiyetlerine yönelik değerlendirmelerini anlamlandırmak ve bu konuda gerçekten bilinçli olarak hareket edip etmediğine yönelik çıkarımları ortaya koymaktır. Çalışma kapsamında kalitatif araştırma teknikleri kullanılarak odak grup çalışması gerçekleştirilmiş ve edinilen bilgiler yorumlanmıştır.

Keywords

Abstract

In this study, dietary supplements orientation that is a potential consequence of dietary habits differentiating with the changing lifestyles of the individuals in the society was discussed. The context of dietary supplements, potential benefits and damages and the reasons for the usage were investigated based on theory of planned behavior and health belief model. Subsequently, size of the market, marketing strategies and the usage of dietary supplements in the world and Turkey were analyzed. The purpose of the study is to explain what dietary supplements are, to understand a growing usage rate among individuals, to make sense of consumer's sources of information and price sensitivities in the market and reveal the findings about whether the consumers really act consciously on this issue. Within the scope of the study, the information gathered from the focus group work conducted using qualitative research techniques was interpreted.

Keywords

Kaynakça

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