Determination of consumers' olive oil consumption habits in the province of Şanliurfa

This thesis study aims to determine the olive oil consumption habits of individuals living in Şanlıurfa province and the main factors influencing these habits. The research covers consumers' preferred types of olive oil, purchase frequencies, price and brand sensitivity, health-related perceptions, sensory evaluations, cultural tendencies, habit levels, perceived quality and value, perceived barriers to the product, and information sources. Additionally, the study aims to examine the relationships between demographic variables and olive oil consumption habits to identify meaningful differences among different consumer groups. The primary data source for the study is primary data collected through a survey of 536 individuals aged 18 and over in Şanlıurfa province. Parametric analysis methods were used to analyse the data; the construct validity of the scales was assessed using exploratory factor analysis, and reliability was assessed using Cronbach's alpha coefficient. Hierarchical regression analysis was conducted to determine the factors affecting the intensity of olive oil consumption. According to the main findings of the study, it was determined that age, education, culture, habit, and perceived value variables have a positive and significant effect on olive oil consumption intensity in Şanlıurfa province. In particular, it was observed that established habits such as long-term use of olive oil and general consumption of olive oil at home play the most critical role in determining consumption levels. It was also determined that the cultural context has a positive effect on olive oil consumption, with olive oil being perceived as a family tradition or cultural element, thereby supporting consumption. Additionally, the perception among consumers that they receive good value for the money spent on olive oil—specifically, that the perceived value is high—serves as another important factor in increasing consumption intensity. One of the study's notable findings is that the perceived health benefits of olive oil, sensory appeal, and perceived quality do not show a statistically significant relationship with the intensity of olive oil consumption. This situation stems from the fact that there is already a highly positive and homogeneous perception of these factors among olive oil consumers. For those who do not consume olive oil or believe they do not consume enough, price was found to be an important barrier, along with perceived barriers such as finding olive oil too heavy in dishes or believing it is no different from other oils. In terms of product qualities, evaluations revealed that aroma is the most important internal quality for consumers, while the reliability of the producer and seller is the most decisive factor among external qualities.