Evaluation of the measured meat sales of Meat and Milk Institution for the consumers: Example of Gaziantep city

There have been periodic price fluctuations in Turkey due to the lack of red meat production in recent years. One of the policies implemented to prevent the fluctuations in red meat prices or to reduce its impact is selling meat in chain markets contracted through the Meat and Milk Board. This study aims to evaluate the sales of red meat in terms of consumers in the chain markets with which the Meat and Milk Institution has contracted. This study aims to evaluate the sales of red meat in terms of consumers in the chain markets with which the Meat and Milk Board has contracted. Gaziantep Province City Center has been selected as a research area. In the study, 388 face-to-face questionnaires were conducted with consumers using probability sampling method. It has been determined that the average annual consumption of red meat per capita is 19.33 kg. The study includes the findings that consumers made an average of 2.89 shopping from the chain markets with which the Meat and Milk Board contracted, in the 15-month period in which the research was conducted. It has been determined that 62.1% of the consumers later gave up buying meat from these markets. The biggest reason (76.87%) of consumers continuing to buy meat is the cheapness of meat. According to chi-square analysis, it has been determined that there is a 1% significant relationship between the income and education level of consumers and the status of continuing to buy red meat from these markets. As income and education level increase, the rate of consumers buying meat from these markets decreases. In general, it can be said that this policy of the Meat and Milk Board, which is applied for the sale of red meat through contracted markets, does not provide price stability. This practice is mostly aimed at selling red meat to low-income segments and does not have a demand-enhancing effect. In this context, it is predicted that policies that take into account the elements of taste and quality and aim to reach every income group will have an impact on price stability and consumption increase. On the other hand, it can be said that the supply gap can be closed with production plans for red meat and the fluctuations in market prices can be reduced over time. More effective and inclusive policies should be carried out for the solutions of the problems related to red meat production and price fluctuations in Turkey.