Diyarbakır İl Merkezinde Yaşayan Tüketicilerin Tavuk Eti Algıları ve Bu Algıları Etkileyen Faktörler Üzerinde Bir Araştırma

This study was performed for identifying perceptions of consumers living in Baglar, Kayapinar, Yenisehir and Sur districts in Diyarbakir province, in relation to chicken meat in the market and specifying factors affecting these perceptions. In the study, data obtained from interviews made with a total of 281 consumers from 4 central districts affiliated with Diyarbakir province were utilized. As per research results, it was found that consumers were influenced by erroneous and negative declarations about chicken meat depending particularly on age, education level and income level. It was discerned that human beings’ perceptions were negatively affected by certain practices which were believed by the majority of consumers to be exercised in stages of chicken meat production even if they were untrue. This negative perception leads consumers to have red meat instead of chicken meat as they think that red meat is healthier than chicken meat. The majority of interviewed consumers reported that they believed that additives such as hormones and antibiotics were used in broiler production and therefore they did not think that the chicken meat in the market was healthy. Making the supply chain for chicken meat more transparent and informing consumers about how breeding, slaughter and distribution process works for chicken meat are likely to be helpful to change this negative perception. As a consequence, it was deduced that it was necessary to raise consumer awareness about this topic by paying attention to the fact that just addressing technological and economic demands of the market was not sufficient in broiler production but also promoting the perception that produced chicken meat was healthy and reliable was equally important.