Red meat consumption structure and consumer behavior in the urban area of Adana province

This study was carried out in the urban area of Adana. The study aims to determine consumption structure and consumer behavior in different income groups toward red meat consumption habits and consumers' family's preferences. At a macro level, the first part of the study consists of analyzing the red meat sector in the world in general and in Turkey in particular. At a micro level, on the other hand, a face-to-face questionnaire study was carried out on 400 households in Adana. The most important factor in fluctuations of red meat consumption was its price, but this fact varied in different income groups. In addition to price considerations, a binary logit model was used to determine the purchasing place preferences of consumers. It was revealed that the convenience of shopping, amount of consumption, education level, and meat quality were important in determining the place of meat purchasing. It was concluded that red meat consumption could reach expected levels through the improvement of current policies towards supply and demand.