Determination of supply channel preferences in fresh fruit and vegetable purchasing behaviors: The central province of Tokat

In this study, the supply channel preferred by households living in the central district of Tokat province in their fresh fruit and vegetable purchasing behavior, the factors they consider important in their preferred supply channel and the behaviors they exhibit in supply channels were investigated. The main material of the study consists of primary data obtained from consumers residing in the central district of Tokat province in May-July 2023 by survey method. The sample volume was determined as 271. Chi-square analysis was used to test whether there is a significant difference between many issues related to fresh fruit and vegetable supply channel selection and the factors affecting it. Likert scale, percentage and cross tabulations were also used in the study. Neighborhood market (63.1%), local market (42.8%) and chain market (41.3%) were found to be the most preferred supply channel for fruit and vegetable shopping. It was concluded that the average age of the individuals participating in the study was 39.2 years, 61.3% of them were associate degree or bachelor's degree graduates, 53.5% of them were civil servants, 46.9% of them were employed, 32.1% of the consumers shopped with their spouses, 95.6% of them consumed fruits and vegetables, the time spent in fruit and vegetable shopping was less than one hour and shopping was done as needed. The features that consumers consider very important in the supply channels preferred by consumers in the purchase of fresh fruits and vegetables are product freshness, product quality, cleanliness and hygiene, reliability, being able to buy selectively, and the features that consumers consider important are product variety.