Determination of factors affecting seafood consumption pattern and consumption frequency

Current seafood consumption pattern, consumer profile and factors affecting seafood consumption amount and frequency of the consumers residing in coastal region (İzmir), mixed region (Adana) and countryside region (Ankara) of Turkey were researched in this study. It is aimed to provide source to researchers and relevant institutions who are willing to guide the future sectoral initiatives and conduct more extensive research on seafood consumer habits. In this context, the research population was determined according to their distance to the sea and their populations by purposive sampling method. 43 % of total 400 survey was conducted in Ankara, 36% in İzmir and 21% in Adana by face to face interviews. According to the survey results, 6% of respondents never consume seafood, 25% once a month, 28% once every two weeks, and 42% consume once and more than once in a week. The most seafood consumption frequency was identified in Izmir. Nearly 90% of consumers in the entire regions prefer to consume seafood in fresh type. According to the answers of all consumers 4 major factors affecting seafood consumption preferences and habits in a negative way were "high price, cannot be easily found in the market, not recognition of seafood varieties and disfavor of the flavor of seafood". The relationship between frequency of seafood consumption and education level of consumer’s variables is determined as linear and strong but the relationship between consumer age and seafood consumption frequency is determined as reverse.  On the factors affecting choice of seafood consumption in a positive way, 71% of consumers stated the beneficial to health perception and taste of seafood as the most important reason for their preference. Therefore, the relationship between consumption trend and beneficial to health perception of seafood is determined as linear and strong.

Keywords: Seafood, consumption pattern, consumer behaviour, seafood marketing