Review Article, J Food Nutr Disor Vol: 13 Issue: 3

Consumer Priorities in Food Quality Characteristics: Empirical Findings from Turkey

Bulent Miran^1*, Terrence W. Thomas²

¹Department of Agricultural Economics, Ege University, Turkey

²Department of Agricultural Economics, North Carolina Agrıcultural and Technıcal State University, Greensboro, USA

*Corresponding Author:

Bulent Miran
Department of Agricultural Economics,
Ege University,
Turkey;
E-mail: bmiran@gmail.com

Received date: 06 July, 2023, Manuscript No. JFND-23-105167;
Editor assigned date: 10 July, 2023, PreQC No. JFND-23-105167 (PQ);
Reviewed date: 24 July, 2023, QC No. JFND-23-105167;
Revised date: 11 June, 2024, Manuscript No. JFND-23-105167 (R);
Published date: 18 June, 2024, DOI: 10.4172/2324-9323.1000407

Citation: Miran B, Thomas WT (2024) Consumer Priorities in Food Quality Characteristics: Empirical Findings from Turkey. J Food Nutr Disor 13:3.

Abstract

Keywords: Food quality characteristics; Consumer priorities; Food producers; Food retailers; Geographical location; External food characteristics; Natural food characteristics

Introduction

The biological food requirements of consumers remain uniform, but their decision-making processes diverge during food shopping. These decisions are contingent upon consumers' individual priorities regarding food characteristics, eating habits, and local food culture. The significance and priority assigned to specific food attributes by consumers also offer insights into their perspectives on food quality. Notably, in Turkey, 89.3% of consumers consider food quality as one of the crucial factors influencing their food choices.

Food quality is the most important food attribute motivating consumers during shopping. For 90% of consumers, the most important characteristics are the quality of the food. Food quality is the composite characteristics of food that is acceptable to consumers. This includes external factors as appearance (size, shape, color, gloss, and consistency), texture, and flavor; factors such as federal grade standards (e.g. of eggs) and natural (chemical, physical, microbial) [1]. In many countries, food quality is enforced by a government agency. For example, food quality in the United States is enforced by the Food Safety Act 1990. Generally, quality evaluation of food consists of two stages: The first one precedes the purchasing act, and the second one is related to what happens after the purchasing act while consuming the food. Regarding the first stage, at the point-of-purchase, consumers use both explicit cues (e.g., color, price, and claims) and subtle cues that are communicated by packaging design, like graphic design, material, and color. According to the 1970 yearbook of agriculture, quality is the measure or expression of goodness. Food quality is a central issue in today’s food economics, and the last few decades consumers’ concerns for healthier lifestyles and environment protection and conservation are driving forces reshaping consumers’ food buying intentions and their perspectives on food quality.

The degree of importance consumers attach to food properties also serves as an indicator of their level of awareness. Understanding what consumers consider significant when purchasing food is crucial for those aiming to enhance consumer awareness, including public health officials and retail food sellers. Consumers make purchases based on the belief that such choices will fulfill their recognized needs. The selection of a product to meet specific needs relies on consumers' perception that its food quality can satisfy those needs. Consumers' initial impression of a food item is shaped by its fundamental sensory attributes, such as appearance, texture, and flavor [2]. While many business managers tend to focus on the technical aspects of product production, most customers evaluate a product based on its overall quality and the level of satisfaction it provides. By understanding consumers' opinions on food characteristics and their prioritization of these attributes, food retailers can more effectively manage the process of food production and sales in a rational manner.

When providing food products at the point of sale, both producers and distributors need to consider the factors that define the modern consumer, who exhibits heightened interest and concern regarding several aspects. These include food safety, a growing awareness of the connection between food, nutrition, and health, general well-being, the increasing demand for easily disposable and environmentally friendly food packaging, as well as convenient food options that are easy to prepare and align with changing lifestyles. It is evident that consumers' varying degrees of preference for these food product features serve as the basis for distinguishing different consumer groups.

Food markets serve as meeting points for consumers and food products, providing trading organizations with direct contact opportunities with their customers [3]. The interactions between traders and customers play a significant role in shaping buying behavior and influencing customer satisfaction with their purchases. Sellers have long recognized the importance of establishing contact with customers, particularly in reinforcing their ability to learn about product features that resonate with their specific desires, as this often determines success in the market. However, the role of vendors in the success of trading enterprises is diminishing due to the increasing influence of "virtual instruments" or packaging. The food market has witnessed a deepening fragmentation of consumer needs, accompanied by a clear process of diversification in terms of consumers' expectations for specific foods. The distribution system is rapidly adapting to respond to consumer needs and desires, leading producers to adjust their supply accordingly. Additionally, aggressive and product-specific advertising is being employed to persuade consumers to choose particular products. Today's consumers have various options to make purchases through different types of trading organizations, each offering diverse assortments, product prices, additional services, and varying levels of popularity among consumers.

Turkey exhibits diverse cuisines and eating habits across different geographical regions, leading to variations in consumer food choices during shopping. The importance consumers place on different food characteristics when purchasing these diverse foods reflects their sensitivity towards nutritional awareness. In recent years, there has been an increasing tendency to prioritize food choices based on healthiness and nutritional value. Thus, it becomes crucial to examine the role of nutritional value and health benefits of food in the shopping process. Considering consumers' preference priorities for foods is a vital factor that influences their ability to meet their nutritional needs and the overall profitability of all participants in the supply chain. Food characteristics that consumers consider are significantly influenced by local food culture, geographic location, and eating habits. In the Black Sea region, the basic cuisine consists of anchovy, hazelnut, tea, corn flour, and commonly consumed vegetable dishes. Frying and roasting methods are prevalent in the Black Sea cuisine. The local cuisine also features black cabbage as the main crop, alongside vegetables like chard and nettle. Milk and dairy product consumption is relatively low in this region [4]. In Eastern Anatolia, meat and dairy products are staple foods, while vegetable and fruit production is limited due to geographical constraints, resulting in lower consumption. Grain products such as bulgur and pastries are popular, and dry legumes are frequently included in meals. The region is known for its use of dried vegetables and fruits, tarhana (a yogurt, wheat flour, and tomato soup with herbs), jams, pickles, and pickled vegetables. Herb cheese is a famous food in the van area. In South- Eastern Anatolia, meat, particularly sheep and lamb, is the main source of food, and frying and roasting are common cooking methods. Raw meatballs, pilafs, and sweet desserts are prevalent, and breakfasts often include pistachios and cream. In central Anatolia, flour-based foods and meats are prominent, with reduced consumption of vegetables and fruits in winter. Delicatessen products are popular in the Kayseri region, and cereal products such as cutting soup, noodles, pasta, and pastries are commonly consumed. Casserole-style cooking of vegetables is popular during the summer months. The Aegean region is renowned for its healthy and light dishes, with a focus on olive and olive oil-based dishes, along with increased consumption of vegetables and fish. The Mediterranean region shares similarities with the Aegean region but also has its own distinct features. In Adana and surrounding areas, the use of tail fat in meat dishes is common, and pickles, turnip juice, local mezes (such as tahini and dried beans), and spices are prevalent. Frying, roasting, boiling, and steaming are commonly employed cooking methods. The Marmara region, similar to the Aegean region, features olive oil-based meals. Istanbul, located in the Marmara region, serves as a melting pot, bringing together cuisines from various regions due to its population of 15 million composed of people from different parts of Turkey.

Food quality is classified into commercial, price and nutritional quality, referring to for example cleanliness, firmness, color, size and shape, freshness, texture, aroma (commercial quality) and to essential nutrients (carbohydrates, amino and fatty acids) and biologically active compounds (vitamins, dietary fiber, flavonoids, carotenoids, phytosterols, phenolic acids and glycosylates) as aspects for nutritional quality. Apart from nutritional values, organoleptic aspects (such as taste, color, fragrance) also determine the quality of a food product. In this study, 16 food quality characteristics are first considered fewer than two groups as characteristics that belong to the food itself and characteristics that people add to the food. When considering the characteristics of food, several factors come into play [5]. Healthiness refers to foods that are low in fat, sugar, salt, and additives, while being high in fiber. The concept of "healthiness" is relative to conventional versions of the same food, such as low-fat milk compared to whole-fat milk, and its assessment depends on the overall diet. Freshness relates to the recent picking or harvesting of vegetables and fruits, the recent slaughtering of meats, and the recent catch of fish. Color refers to the natural hue, lightness, and saturation of food items. Odor is the property of certain substances, in very small concentrations, to stimulate chemical sense receptors of food. Shelf life is the period of time during which a material or food may be stored and remain suitable for use. Production technique refers to the mode of production, whether it is conventional, organic, or follows Good Agricultural Practices (GAP). Locality indicates the place where the food is produced, such as a city, region, or rural area close to the consumer's residence. Aroma represents the attribute of a substance that can be recognized by the senses of smell, taste, and touch, primarily perceived within the mouth Aroma is the attribute of a substance that is recognized by the senses of smell; taste, and touch is perceived within the mouth [6]. Tasting occurs chiefly on the tongue through the taste buds. The taste buds are stimulated by five fundamental taste sensations-sweet, salty, sour, bitter, and umami. Nutritive value encompasses the contents of food and the impact of its constituents on the body, including carbohydrates, fats, proteins, minerals, additives, enzymes, vitamins, sugar, cholesterol, and salt. Generally, food labels provide consumers with information on the nutritional value of a product.

Consumers attach significant importance to the external quality attributes of food as well. Price represents the monetary amount required to acquire a specific product. Packaging involves the processing of food for future sale. The selling place refers to the location where food is sold. Brand refers to a specific type of product or food that is associated with a particular company and carries its own name [7]. A label is a small piece of paper or material that provides information about the item it is attached to. Hygiene encompasses the practices and processes aimed at maintaining cleanliness, particularly to prevent disease. Eating habits encompass the reasons, choices, and methods by which individuals consume food, including the types of food they eat, their dining companions, as well as how they acquire, store, use, and dispose of food.

Examining the geographical influence on consumer priorities in food quality characteristics is crucial for several reasons. Different regions often have distinct culinary traditions, cultural practices, and environmental factors that shape consumers' preferences. By understanding how geographical location influences consumer priorities in food quality characteristics, food producers and retailers can tailor their offerings to better meet the specific preferences and demands of different regions. Geographical variations in consumer preferences can enable effective market segmentation. Analyzing how consumer priorities differ across different geographical regions allows businesses to develop region-specific marketing strategies, product formulations, and branding approaches to better resonate with local consumers. Geographical influence can provide valuable insights for product development. By understanding which food quality characteristics are given higher importance in specific regions, food producers can adjust their product formulations, packaging, labeling, and sourcing strategies to align with the preferences of target markets? Recognizing and leveraging geographical variations in consumer priorities can provide a competitive advantage. Businesses that understand and cater to the unique preferences of different regions can differentiate themselves from competitors, build stronger customer loyalty, and capture larger market shares in specific geographical areas. Geographical influence on consumer priorities in food quality characteristics may also shed light on sustainability concerns and environmental impacts. By examining regional preferences, businesses can identify opportunities to promote sustainable practices, support local agriculture, and reduce the environmental footprint associated with food production, distribution, and consumption.

Studying the geographical influence on consumer priorities in food quality characteristics allows businesses to effectively target specific markets, tailor their offerings, and gain a competitive edge by understanding and meeting the preferences of different regions. It also provides insights into sustainability and environmental considerations related to food production and consumption.

Theoretical background and aim of the study

Consumer priorities for food quality characteristics are influenced by various theoretical frameworks and factors. The hedonic theory suggests that consumers evaluate and prioritize food quality based on the sensory and experiential aspects of the product. Factors such as taste, texture, aroma, and appearance play a significant role in determining consumer preferences. Consumers tend to prioritize sensory attributes that provide pleasure and satisfaction while consuming food.

According to expectancy-disconfirmation theory, consumers form expectations about a product's quality based on previous experiences, information, and advertising. When their actual experience matches or exceeds their expectations, they tend to be satisfied. If there is a disconfirmation, either positive or negative, between expectations and experience, it can influence consumer priorities for food quality characteristics. Consumer priorities for food quality also depend on their health and nutrition concerns. This can be influenced by various factors, including nutritional knowledge, dietary preferences, cultural beliefs, and personal health goals. Consumers may prioritize food products that offer higher nutritional value, such as essential nutrients and biologically active compounds, to meet their specific health and dietary requirements (Grunert, Hieke, and Wills, sustainability labels on food products: Consumer motivation, understanding, and use, 2012). Consumers are concerned about the safety and potential risks associated with food consumption. Factors such as cleanliness, freshness, and hygiene practices in food production and handling can significantly influence consumer priorities [8]. Food safety certifications, labeling, and transparent information about ingredients and production methods can also impact consumer perceptions and priorities for food quality characteristics. Consumer priorities for food quality can be influenced by socioeconomic factors such as income, education level, and cultural background. Affordability and price often play a role in consumer decision-making, especially for consumers with limited financial resources. Different socioeconomic groups may prioritize different aspects of food quality based on their specific needs and preferences.

It's important to note that consumer priorities for food quality characteristics can vary across individuals and cultures. Additionally, contextual factors such as product availability, marketing strategies, and social influences can also shape consumer preferences and priorities.

This paper aims to examine the considerations and priorities of consumers in different geographic regions of Turkey regarding food quality characteristics during the shopping process. Thus, food producers and retailers will be able to develop strategies correctly regarding what they need to do to attract consumers more effectively.

Literature review

Research hypotheses

No study has been found in Turkey and across the world that takes into account the priorities consumers give to the quality characteristics of food. The absence of a study on consumer priorities in food quality characteristics in Turkey highlights a potential gap in knowledge that can hinder informed decision-making by businesses, policymakers, and other stakeholders specifically food producers and retailers in the food industry. Addressing this gap through relevant research can lead to improved market responsiveness, consumer satisfaction, and public health outcomes.

A study carried out in across Belgian and Romanian consumers identifies the importance that consumers attach to quality, health, and environment selected cues of purchased food products [9]. Their findings suggest that investigated consumers most frequently use freshness, taste, and appearance to evaluate food quality.

Anis, Rahman, and Khalid, concluded that food quality cues as well as nutritional attributes affected consumer food choices during the COVID-19 pandemic regardless of gender.

Gultekin and Veuphuteh, found that the moderating role of health consciousness is significant in the food quality-purchase intention and price sensitivity-purchase intention relationships in both samples.

Lambotte, Cara, and Bellassen, aimed to analyze the behavior of French consumers with respect to food products under various quality labels (organic, label rouge, and geographical indications). They found that product attributes are more related to regular organic behavior than household characteristics. In particular, product availability and product family (vegetables, eggs, milk, etc.) play a key role whereas low-price organic products are not associated with more regular consumption.

Guzek, Głąbska, Sajdakowska, and Gutkowska, obtained results suggested that in the case of application of novel packaging, a higher level of knowledge may be a reason for consumer’s rejection of the resulting products, but the appearance and taste of products may contribute to the higher acceptance of novel packaging [10].

Findings of suggest that consumers value the importance of various food attributes in a hierarchical order, and there is significant heterogeneity in consumers’ food preference.

Askan, Topcu, and Şahin, reported that physiological needs of the consumers residing in region I were based on the physiological and physical quality of the water in their drinking water consumption preference, consumers in region II relied on the chemical quality of the tap water, and consumers in region III focused on the cost advantages of tap water depending on the chemical quality of tap water.

The results of Liguori, Sortino, Gianguzzi, Inglese, and Farina, confirmed that mango ripening leads to increased expression of quality and sensory attributes, as well as, aromas, tropical flavor, and taste.

Wang, Han, Jiang, and Wu, found that fresh food purchasing online is very different from non-food products due to its unique features such as perishability, low cost and frequent purchases, low valuevolume ratio, and highly relevance to safety and health.

Zaibet, Bachta, Lajimi, and Abbassi, found a strong concerns about hygiene among other quality attributes and strong awareness about quality and quality assurance schemes in general. Consumers are also motivated by habits of consuming home made products for hygiene and taste reasons.

The results of Lestari, Pradani, and Digdowiseiso, showed that price perception had an insignificant effect on ordering decisions. In addition, food quality had a positive and significant effect on ordering decisions [11]. Meanwhile, menu variations produced an insignificant effect on ordering decisions. Similarly, menu variations showed an insignificant effect on ordering decisions. Price perception had a positive and significant effect on customer loyalty, while both food quality and menu variations had an insignificant effect on customer loyalty.

A study conducted by Oakes and Slotterback, revealed that gender, age, and dieting status are significant predictors of the primary food characteristic that individuals consider when evaluating the healthiness of foods.

Smed and Hansen, conducted a separate study which found that individuals with higher levels of education exhibit lower preferences for health in comparison to those with lower levels of education [12]. The study suggested that variations in taste preferences, rather than differences in health preferences, account for the healthier dietary choices observed among individuals with higher education levels.

Within the aims of the study, the hypotheses are as follows:

Hypothesis 1: Price has a higher priority among the food quality characteristic by Turkish consumers.

Hypothesis 2: Healthiness has a higher priority among the food quality characteristic by Turkish consumers.

Hypothesis 3: Regional difference has an effect on the priority of the food quality characteristic by Turkish consumers.

Hypothesis 4: Socioeconomic factors influence consumers' prioritization of food quality characteristics, with different socioeconomic groups displaying different rankings.

Hypothesis 5: The preference for external characteristics of food varies among consumers of different demographics.

Hypothesis 6: The preference for natural characteristics of food varies among consumers of different demographics.

Sampling and data

To determine the sample size for this study, one representative city was chosen from each of the seven geographical regions in Turkey. The number of households was utilized to calculate the appropriate sample size using the formula.

To obtain the maximum sample size, we assigned a value of 0.50 for p (probability) and q (complement of p). With a 95% confidence level and a 5% margin of error, the calculated sample size was determined to be 1086. The sample size was then distributed among various age groups, genders, income levels, and cities according to predetermined quotas, ensuring proportional representation based on their respective shares in the total population. The reason for choosing quota sampling that it offers several advantages for our study. By setting quotas for various demographic factors such as age, gender, income levels, and cities, researchers can ensure that the sample represents the population accurately. This helps in generalizing the findings of the study to the larger population and allows researchers to quickly and conveniently select participants based on specific criteria without the need for a complete sampling frame. Quota sampling allows for the inclusion of participants from different demographic groups, ensuring diversity in the sample. This diversity can help capture a range of perspectives and experiences related to food choices and preferences across different regions of Turkey [13]. It provides a broader understanding of consumer behavior and priorities. Quota sampling also facilitates the comparison of results across different regions and demographic groups. By setting consistent quotas across regions and demographic categories, researchers can analyze and compare the findings to identify patterns and variations in consumers' priorities and preferences related to food quality characteristics.

In line with the corresponding demographic quota, consumers who engage in food shopping at a well-established retail chain, which operates under different names across all geographic regions of Turkey catering to diverse income levels, have willingly taken part in the survey. Table 1 presents the selected provinces according to regions, along with the number of households and survey counts.

Table 1: Interview counts by regions.

Method

Among the food quality characteristics examined, a total of 16 factors were identified as influential factors in food shopping for consumers in Turkey. These factors include food value, eating habits, hygiene, odor, taste/flavor, healthiness, freshness, shelf life, color, locality, label, production technique, selling place, packaging, price, and brand.

In order to assess the food characteristics, consumers were requested to provide ratings using a Likert scale, which is an ordinal measurement method used to gauge attitudes by having individuals respond to a set of statements indicating their level of agreement or importance. Within this study, participants were presented with a series of statements, and for each statement, they were asked to indicate their level of agreement or disagreement using a five-point scale [14]. The scale employed in this study ranged from 1 to 5, with 1 indicating unimportance, 2 representing little importance, 3 denoting moderate importance, 4 indicating importance, and 5 signifying very importance.

The data representing priorities, obtained from the scores assigned by consumers on the Likert scale to food quality characteristics, were utilized for the following purposes:

• Hierarchical cluster analysis was conducted to determine the cluster membership of the food characteristics based on the scores. • Two-step Euclidean cluster analysis was employed to predict the importance of the food characteristics and identify customer segments.

In the final phase of the analysis, the Friedman test was employed to assess differences among the priority ratings assigned to the food quality characteristics. This test facilitated the identification of homogenous subsets. To conduct the Friedman test, the original numerical scores were first converted to ranks and then analyzed. This test was chosen because the scores given to the food characteristics were derived from repeated measures taken on related samples. The Friedman test allowed for the examination of whether the priorities of the food characteristics were equal or not, based on their ranks. Multiple comparisons were made to form homogenous subsets of the food characteristics with respect to their ranks. Kendall's W coefficient of concordance was also used to measure agreement among consumers regarding the ranking of the food characteristics.

Both the Friedman test and Kendall's W coefficient of concordance were applied to analyze the socio-economic features of the consumers. Kendall's coefficient of concordance, proposed by Maurice G. Kendall and Bernard Babington Smith, is a measure of agreement among several quantitative or semi-quantitative variables that assess a set of objects of interest. In the context of the social sciences, these variables often represent judges assessing different subjects or situations [15]. Kendall's coefficient of concordance and Milton Friedman's two-way analysis of variance without replication by ranks share a close relationship. They address hypotheses concerning the same data table and utilize the same χ² statistic for testing, differing only in the formulation of their respective null hypotheses.

We also focus solely on the natural and external characteristics of food in order to achieve more concise results by approaching it from only two directions. In other words, we aimed to understand which consumer characteristics influenced their preference for food based on its external features and which characteristics influenced their preference for food based on its natural features. To achieve this, separate logit models were used to analyze and determine which consumer characteristics played a role in their preference for food based on its external and natural attributes.

Descriptive statistics of the sample

The data for this study were obtained from seven distinct geographical regions in Turkey. The participants had an average age of approximately 38, and the average household size slightly exceeded 3 individuals (Table 2).

Table 2: Descriptive statistics of properties of consumers.

Of the participants, 47.9% identified as male and 52.1% as female. In terms of income level, 37.3% were classified as low income, 27.6% as middle income, and 35.1% as high income. Additionally, 65.8% of the respondents held a university degree (Table 3).

Table 3: Descriptive statistics of categorical properties of consumers.

Empirical results

Cluster analysis was conducted to group the food quality characteristics into homogeneous categories. The two-step Euclidean cluster analysis resulted in the formation of five distinct homogeneous clusters are presented in Table 4

Table 4: The two-step Euclidean cluster analysis results for food characteristics.

As observed, cluster 1 primarily consists of the intrinsic characteristics of food, while the externally added characteristics are distributed across clusters 2 to 5.

The two-step Euclidean cluster analysis yielded predicted importance scores for the food characteristics, and the pattern of relative importance is outlined in Table 5.

Table 5: Scores of importance by food characteristics.

The findings highlight the paramount importance of food being healthy, followed closely by aroma, both of which scored above 0.90 out of 1.00. Notably, nutritive value ranked sixth with an importance score that was less than half of the score for food healthiness [16,17]. This indicates a relative lack of consumer concern for the nutritive aspect of food, as it falls behind even the importance attributed to the odor of food.

Priorities of the food quality characteristics

To establish statistically significant priority values for the food characteristics, Friedman test was conducted. The mean ranks of the food characteristics following the Friedman test are presented in Table 6.

Table 6: Descriptive statistics of the food quality characteristics and their priorities.

The findings indicate that consumers throughout Turkey consistently prioritize the healthiness and freshness of foods when it comes to their shopping choices. Conversely, price, packing, and brand are ranked lowest in importance, while production technique falls within the middle rank. The results of the Friedman test confirm the statistical significance of the assigned ranks to the food properties. It is evident that consumers assign different levels of priority to each food quality characteristic. Additionally, the Kendal's W coefficient is calculated to be 0.172, indicating a moderate level of agreement among consumers regarding the ranking of the food characteristics. According to Kendall's interpretation guidelines, this level of concordance surpasses a small effect and falls within the moderate effect range, suggesting a considerable level of agreement among consumers when determining the priority levels of food characteristics.

Table 7 displays the mean, minimum, and maximum priorities of the food quality characteristics based on consumer socio-economic characteristics, as determined through Friedman tests. The priority statistics differ across consumer properties, ranging from a minimum of 1 for freshness and healthiness to a maximum of 2 to 8 for price, and 4 to 10 for packing.

Table 7: Descriptive statistics of the food quality characteristics and their priorities by consumer properties.

Table 8 presents the results of Friedman tests and Kendall's W statistics for each food characteristic, categorized by the socioeconomic properties of the consumers. Based on the Friedman test results, it is evident that the food characteristics are ranked differently among consumers with different socio-economic backgrounds [18]. This indicates that consumers assign varying levels of priority to the food quality characteristics based on their socio-economic characteristics. However, the level of agreement among different socioeconomic groups in the ranking of food characteristics is not very high. Instead, there is a moderate level of agreement, ranging from 12% to 23% within a particular group. This suggests that consumers prioritize food characteristics differently, but with a moderate level of consensus.

Table 8: Friedman and Kendal’s W test results by consumer socio-economic properties.

For the purpose of easier interpretation, the ranks assigned by consumers to the food quality characteristics have been grouped into six homogeneous categories: rank 1, rank 2, rank 3, rank 4, rank 5, and rank 6 (including rank 6 to rank 16). The food quality characteristics that are ranked in the same order of priority are indicated in the same column with the (•) symbol in the following tables. Across all consumer properties, it is evident that freshness and healthiness of food are given the highest priority by all consumers Table 9.

Table 9: General ranks of food quality characteristics in Turkey.

In Table 9, it can be observed that both females and males prioritize aroma, freshness, and healthiness characteristics, with males considering hygiene as the second priority and females assigning it as the first priority. Among the 16 food quality characteristics, hygiene and odor consistently hold the second or third place priority across all socio-economic groups. While consumers with a university education prioritize only freshness and healthiness, those with lower education levels include characteristics such as aroma, hygiene, odor, and food value in their first priority category [19]. All income categories prioritize freshness, healthiness, and aroma as the most important characteristics. It is evident that price is not considered the top priority by Turkish consumers. Price becomes relevant only after consumers are satisfied with the aroma, freshness, and healthiness of the food item.

In summary, healthiness, freshness, and aroma emerge as the most crucial food quality characteristics in Turkey. They are followed by hygiene and nutritional value in the second and third places, respectively, while odor and shelf life occupy the fourth place. The remaining characteristics, including price, are ranked sixth or higher. This suggests that the typical Turkish consumer first focuses on the intrinsic food-related characteristics and, once satisfied, takes price into consideration.

Females assign secondary importance to the nutritive value, whereas males consider it to be of third importance (Table 10).

Table 10: Priorities of food quality characteristics by gender in Turkey.

Eating habits, production technique, locality, and labeling are perceived as higher priorities by females compared to males. Females prioritize the label more than males do. Additionally, females show greater concern for food prices than males. Selling establishment is ranked at the bottom of the priority list for both genders. Brand is also considered a lower priority for both females and males.

Consumers with education levels up to mid-school and high school graduation prioritize six food characteristics, namely healthiness, freshness, aroma, hygiene, food value, and odor, as their top priority. On the other hand, university graduates rank healthiness and freshness as their first priority, followed by aroma and hygiene in the second priority, and food value and odor in the third priority. While consumers with up to mid-school and high school education place price as the fifth priority, those with a high school education or higher rank price as the least important characteristic. Regardless of education level, brand consistently ranks as the least important food characteristic among all consumers (Table 11).

Table 11: Ranks of food quality characteristics by education in Turkey.

Irrespective of their income level, consumers consistently prioritize healthiness, freshness, aroma, and hygiene as the top four food characteristics. Likewise, across all income levels, price, selling place, packing, and brand are consistently ranked in the bottom four positions. It is worth mentioning that even among low-income consumers; price is ranked as the least important among the food characteristics (Table 12).

Table 12: Ranks of food quality characteristics by income in Turkey.

The order of ranking for nutritional properties among different age groups closely resembles that of the income groups (Table 13).

Table 13: Ranks of food quality characteristics in Turkey by age.

The consumers in Erzurum, Istanbul, Ankara, and Urfa consistently prioritize the production technique as a significant food quality characteristic (Table 14).

Table 14: Ranks of food quality characteristics by cities in Turkey.

Natural and external food quality characteristics by consumer properties

To simplify, only the natural and external characteristics of food were considered. The study investigated which characteristics of consumers led them to prefer food based on its external features and which characteristics led them to prefer food based on its natural features. For this purpose, an analysis was conducted using separate logit models to examine which characteristics of consumers determine their preference for foods based on their external and natural attributes (Table 15).

Table 15: Estimation results of the Logit models for natural and external food quality characteristics

The logit model estimations presented in Table 15 are statistically significant, correctly predicting 97% of cases for natural food quality characteristics and 94.6% of cases for external food quality characteristics. The logit model for natural food quality characteristics reveals three significant variables: Age, Istanbul, and Ankara. Age has a positive relationship with the importance placed on natural food characteristics, indicating that as age increases, consumers prioritize natural attributes in their food preferences [20]. Consumers in Istanbul and Ankara also show a higher priority for natural food characteristics compared to Antalya.

In the other logit model, which focuses on external food characteristics as the dependent variable, five variables were found to be statistically significant. Females place more importance on the external characteristics of food compared to males. Larger households also attribute greater importance to external food characteristics. As consumers grow older, their preference for external properties of food tends to increase. Moreover, individuals in Istanbul and Izmir show a greater emphasis on the external characteristics of foods.

Discussion

The study's findings align with several theoretical backgrounds related to consumer priorities for food quality characteristics:

Health and nutrition concerns: The study confirms that healthiness is highly valued by Turkish consumers, indicating a prioritization of food quality attributes related to nutrition and freshness. This supports the theoretical background that consumers prioritize food products that offer higher nutritional value and health benefits.

Socioeconomic factors: The study highlights the influence of socioeconomic factors on consumer prioritization of food quality characteristics. The findings show different rankings among socioeconomic groups, with education level and income playing a role in shaping consumer preferences. This aligns with the theoretical background that socioeconomic factors, such as income and education level, can impact consumer priorities for food quality.

Hedonic theory: The study's findings regarding the importance of aroma and freshness align with the hedonic theory, which suggests that consumers prioritize sensory attributes that provide pleasure and satisfaction while consuming food. The emphasis on these attributes by both males and females further supports this theory.

Expectancy-disconfirmation theory: The study's findings regarding the lower ranking of nutritional value suggest a lesser emphasis on this attribute by Turkish consumers. This can be seen as a disconfirmation between consumers' expectations and their actual experience, indicating that nutritional value may not be a primary factor in their decision-making process.

The study's findings provide empirical evidence supporting or contradicting specific hypotheses related to consumer priorities for food quality characteristics. It demonstrates the complex interplay between consumer preferences, socio-demographic factors, and cultural context in shaping food quality priorities. It also highlights the importance of considering diverse cultural contexts to enhance understanding of global consumer preferences.

The study contributes to the theoretical understanding of consumer priorities for food quality characteristics by providing empirical evidence from the Turkish context. It reinforces some theoretical backgrounds while also revealing contrasting findings, emphasizing the need for further research in different cultural contexts to gain a comprehensive understanding of consumer behaviors and preferences worldwide. Comparing the findings from the literature review with our study's findings, there are both similarities and differences in the emphasis placed on food quality characteristics.

Both our findings and the Ministry of Trade report emphasize the high importance of food quality to consumers. The Ministry of Trade report states that 90% of consumers consider food quality the most important characteristic during shopping, which aligns with our findings that healthiness, freshness, and aroma are primary food quality characteristics for Turkish consumers. Petrescu et al., identified freshness, taste, and appearance as key factors influencing food quality evaluation, which aligns with our study's finding that freshness and healthiness are highly valued by Turkish consumers. Anis et al., highlighted the significance of health-related cues and hygiene in consumers' decision-making processes, which is consistent with our study's finding that healthiness, is a primary food quality characteristic for Turkish consumers.

While Anis, et al. suggested that nutritional attributes affected consumer food choices, our study found that nutritional value received relatively lower rankings among Turkish consumers. This indicates a lesser emphasis on nutritional value as a primary food quality characteristic. Lestari et al., indicated that price perception had a significant effect on customer loyalty, but our study found that price consistently received lower rankings among Turkish consumers, suggesting that it is considered the least important food characteristic. Our study mentions that education level influences consumers' emphasis on freshness and healthiness. Magnier, Schoormans, and Mugge mentions that consumers use explicit cues such as color and price, as well as subtle cues communicated through packaging design. Our study highlights regional differences in the priority of food quality characteristics, indicating that Turkey's diverse cuisines and eating habits lead to variations in consumer food choices. This aligns with the study by Petrescu, Vermeir, and Petrescu-Mag, which found that consumers in Belgium and Romania use freshness, taste, and appearance to evaluate food quality.

Both our study Gultekin and Veuphuteh, highlighted the influence of socioeconomic factors on consumers' prioritization of food quality characteristics. Both found that different socioeconomic groups displayed different rankings, indicating a moderate level of agreement. Our study examined regional differences and their influence on food quality characteristics, while explored the impact of regional variations on consumers' drinking water consumption preferences.

While there are some similarities between the literature findings and our study's findings regarding the importance of freshness, healthiness, and the influence of socioeconomic factors, there are also differences in the emphasis placed on nutritional value and price perception. Our study contributes to the existing literature by providing insights specific to Turkish consumers and highlighting the complex interplay between consumer preferences and sociodemographic factors in shaping food quality priorities.

The study's analysis results have yielded the following responses to the hypotheses: The findings of the study do not support the hypothesis of price has a higher priority among the food quality characteristic by Turkish consumers. Price consistently received lower rankings among Turkish consumers, and even among low-income consumers, price was considered the least important food characteristic. The findings of the study support the hypothesis of healthiness have a higher priority among the food quality characteristic by Turkish consumers. Healthiness was identified as one of the primary food quality characteristics for Turkish consumers, along with freshness and aroma. These characteristics were consistently given high rankings regardless of income category. The findings of the study suggest that regional differences do have an effect on the priority of food quality characteristics among Turkish consumers. Consumers in Istanbul and Izmir were found to attach more importance to the external characteristics of foods. The findings of the study support the hypothesis of socioeconomic factors influence consumers' prioritization of food quality characteristics, with different socioeconomic groups displaying different rankings. Different socioeconomic groups displayed different rankings of food quality characteristics. However, the level of agreement among these groups was moderate, indicating a moderate level of concordance in assigning priority levels. The findings of the study support the hypotheses of external and natural characteristics of food are assigned varying levels of importance. The study found that males give less importance to the external characteristics of food than females. Additionally, the larger the household, the more important the external characteristics of the food. As age progresses, the importance given to the external properties of foods also increases. The study also pointed out that age and geographical region effect on the importance given to the natural characteristics.

Overall, the study provides evidence to support some of the hypotheses, such as the higher priority given to healthiness and the influence of socioeconomic factors on consumers' prioritization of food quality characteristics. However, it also highlights some contrasting findings, such as the lower priority assigned to price and the regional differences in the importance of external characteristics.

Implications

The priorities given by consumers to food quality characteristics primarily influence food producers and food retailers. The following recommendations can be put forward for them.

Food producers

Drawing upon the analysis conducted in the study, the subsequent recommendations are suggested for food producers:

Emphasize healthiness and freshness: Since healthiness and freshness were identified as the primary food quality characteristics for Turkish consumers, food producers should prioritize these aspects in their products. Clearly communicate and promote the health benefits and freshness of the food items to appeal to consumer preferences.

Consider aroma: Aroma was found to be significant for both males and females. Food producers should focus on enhancing the aroma of their products to attract consumers. This could involve using high-quality ingredients, incorporating aromatic spices and flavors, and ensuring proper packaging to retain the aroma.

Highlight hygiene: Females ranked hygiene as a higher priority compared to males. Food producers should pay attention to ensuring proper hygiene practices throughout the production and packaging processes. Communicate hygiene standards and practices to build consumer trust and confidence in the products.

Understand socio-economic differences: Different socioeconomic groups displayed different rankings of food quality characteristics. Food producers should conduct market research to understand the preferences and priorities of specific consumer segments based on their socio-economic backgrounds. This knowledge can help tailor marketing strategies and product offerings accordingly.

Prioritize external characteristics: The larger the household, the more importance was given to the external characteristics of food. Food producers should consider the visual appeal, packaging, and presentation of their products to cater to the preferences of larger households. Investing in attractive packaging and appealing visuals can help attract consumers.

Address regional differences: Consumers in Istanbul and Izmir attach more importance to the external characteristics of foods. Food producers should consider regional preferences and adapt their marketing strategies accordingly. This could involve highlighting the external characteristics of food products in these regions through targeted advertising or localized packaging designs.

Balance price and quality: While price received lower rankings among Turkish consumers, it still becomes a relevant factor once consumers are satisfied with the aroma, freshness, and healthiness of a food item. Food producers should strive to offer products that provide a balance between price and quality. Clearly communicate the value and benefits of the products to justify the price to consumers.

Conduct further research: The study suggests that future research should delve into the priorities of food quality characteristics in diverse cultural contexts. Food producers can contribute to this research by exploring consumer preferences within specific cultural contexts and refining their strategies accordingly.

By considering these suggestions, food producers can align their product offerings with the priorities and preferences of Turkish consumers, enhancing their market competitiveness and meeting consumer demand.

Food retailers

Based on the analysis of the study, here are some suggestions for food retailers:

Focus on healthiness and freshness: Given that healthiness and freshness hold the highest level of importance among Turkish consumers, food retailers should prioritize offering a wide selection of healthy and fresh food options. This could involve sourcing organic or locally grown produce, ensuring proper storage and handling practices, and prominently displaying the freshness of the products.

Highlight aroma and hygiene: Both males and females assigned significant importance to aroma, freshness, and healthiness, while females ranked hygiene as a higher priority. Food retailers should pay attention to maintaining a clean and hygienic shopping environment, as well as offering products with appealing aromas. This can be achieved through proper store maintenance, effective product placement, and strategic use of scents or natural fragrances.

Cater to different socio-economic groups: Recognize that different socioeconomic groups display different rankings of food quality characteristics. Food retailers can tailor their product offerings and marketing strategies to cater to specific segments. For example, offering affordable options without compromising healthiness and freshness can attract low-income consumers, while highlighting premium quality and unique offerings can appeal to higher-income groups.

Emphasize value for money: Although price received lower rankings among Turkish consumers, it still becomes a relevant factor once consumers are satisfied with the primary characteristics. Food retailers should strive to offer competitive pricing while ensuring the quality and freshness of the products. Promote the value for money proposition through clear pricing strategies, promotions, and discounts.

Consider regional preferences: Acknowledge the regional differences in the importance of external characteristics. For consumers in Istanbul and Izmir who attach more importance to the external characteristics of foods, retailers can focus on visually appealing packaging, attractive displays, and engaging product presentation. Tailoring marketing efforts to highlight external qualities can help attract consumers in these regions.

Provide education and information: Recognize the influence of education level on consumers' rankings. Food retailers can play a role in educating consumers about the importance of freshness, healthiness, and other quality characteristics. This can be done through informative signage, labeling, and engaging in-store or online content that highlights the nutritional benefits and quality features of different products.

Adapt to demographic factors: Consider the influence of demographic factors such as age and household size. Retailers can adapt their offerings and store layouts to accommodate the preferences of different age groups. For example, promoting convenience and ready-to-eat options for older consumers, and offering family-sized or bulk packaging options for larger households.

Continuously monitor and adapt: Consumer preferences and priorities can evolve over time. Food retailers should regularly monitor consumer trends and conduct market research to stay updated on changing preferences. This will help them stay responsive to consumer demands and adjust their product assortment, marketing strategies, and store experiences accordingly.

By implementing these suggestions, food retailers can align their offerings with the priorities and preferences of Turkish consumers, create a differentiated shopping experience, and build strong connections with their target audience.

Conclusion

The study's findings indicate that healthiness and freshness are highly valued by Turkish consumers, emphasizing their significance among food characteristics. In contrast, nutritional value receives relatively lower rankings, suggesting a lesser emphasis on this attribute. The results of the Friedman test further confirm statistically significant variations in the ranking of food properties, underscoring the distinct priorities assigned by consumers. Additionally, the study examines the influence of socioeconomic factors on consumers' prioritization of food quality characteristics. The results reveal different rankings among socioeconomic groups, with a moderate level of agreement in assigning priority levels.

Gender differences are also observed, with both males and females assigning significant importance to aroma, freshness, and healthiness. However, females prioritize hygiene more than males. Education level plays a role as well, with university graduates placing greater emphasis on freshness and healthiness compared to those with lower education levels.

Across various income levels, healthiness, freshness, aroma, and hygiene consistently emerge as top priorities among consumers, regardless of income category. Conversely, price, selling place, packing, and brand consistently receive lower rankings. Notably, even among low-income consumers, price is considered the least important food characteristic.

The study concludes that healthiness, freshness, and aroma are identified as primary food quality characteristics for Turkish consumers. Once consumers are satisfied with these attributes, price becomes a relevant factor in their decision-making process. Moreover, factors such as age, education, income, and location are highlighted as influential in the prioritization of food characteristics by consumers. The findings shed light on the complex interplay between consumer preferences and socio-demographic factors in shaping food quality priorities.

In future research, it is recommended to explore the priorities of food quality characteristics in diverse cultural contexts to enhance our understanding of global consumer preferences. Such investigations would contribute to a more comprehensive understanding of the various factors influencing consumer behaviors and preferences across different societies.

To summarize the hypotheses, the study's findings do not support Hypothesis 1, as price consistently receives lower rankings among Turkish consumers. Hypothesis 2 is supported, as healthiness is identified as a primary food quality characteristic. Hypothesis 3 is also supported, indicating that regional differences influence the priority of food quality characteristics. Hypothesis 4 is supported, as different socioeconomic groups display different rankings, with a moderate level of agreement. Hypothesis 5 is corroborated by the findings, which demonstrate that the significance assigned to external characteristics of food varies based on factors such as gender, household size, and age. Hypothesis 6 is also supported, as the findings indicate that the importance attributed to natural characteristics of food differs depending on age and geographical region.

The study provides evidence that supports some hypotheses while highlighting contrasting findings. It underscores the importance of healthiness and the influence of socioeconomic factors on consumers' prioritization of food quality characteristics. Additionally, it sheds light on the lower priority given to price and regional differences in the importance of external characteristics.

Author Statement

As the authors of the article titled "Consumer Priorities in Food Quality Characteristics: Empirical Findings from Turkey" we are honored to present our research findings and contribute to the existing body of knowledge in this field. This study aimed to explore and analyze the priorities of consumers in Turkey concerning food quality characteristics during the shopping process.

Throughout the research process, we were guided by a commitment to scientific rigor, integrity, and ethical considerations. We obtained appropriate ethical clearance from the relevant institutional review board or ethics committee and followed the established guidelines for conducting research involving human participants. Informed consent was obtained from all participants, and their privacy and confidentiality were safeguarded throughout the study.

We employed robust empirical methods to collect and analyze data, ensuring accuracy and reliability in our findings. The analysis included statistical tests and techniques to identify significant variations in consumer preferences and priorities. Our interpretations were based on the empirical evidence derived from the data, and we took care to present the results objectively, avoiding any potential biases.

We acknowledge the contributions of all participants who generously shared their perspectives, preferences, and experiences, making this research possible. Their insights have provided valuable empirical evidence for understanding consumer priorities in food quality characteristics, which can inform the strategies of food producers and retailers in effectively meeting consumer demands.

We express our gratitude to our colleagues and advisors who provided guidance and support throughout the research process. Their expertise and feedback have greatly enriched the quality and validity of our study.

We hope that the findings presented in this article will contribute to a better understanding of consumer behavior and preferences regarding food quality characteristics in Turkey. It is our aspiration that this research will inspire further exploration and stimulate meaningful discussions in academia, industry, and policymaking to enhance the consumer experience and promote sustainable practices in the food sector.

Ethical Statement

This research study titled " Consumer Priorities in Food Quality Characteristics: Empirical Findings from Turkey" adhered to the highest ethical standards throughout the entire research process. The study was conducted with due consideration for the principles of integrity, respect for participants' rights, and the protection of their privacy and confidentiality.

The study received ethical clearance from the relevant institutional review board or ethics committee. Informed consent was obtained from all participants, ensuring their voluntary participation and awareness of the study's purpose, procedures, potential risks, and benefits. Participants were assured of their right to withdraw from the study at any time without consequences.

The data collected from participants were handled with strict confidentiality and stored securely, in accordance with applicable data protection regulations. Any personal identifiers were removed or anonymized to ensure privacy and confidentiality during the analysis and reporting stages.

Throughout the study, efforts were made to minimize any potential harm or discomfort to the participants. Their opinions, preferences, and experiences were treated with respect and considered valuable contributions to the research findings.

The authors of this article are committed to the principles of academic integrity, ensuring accurate and unbiased reporting of the empirical findings. Proper citation and acknowledgment of previous works have been maintained throughout the manuscript.

Overall, this research study adheres to ethical guidelines and aims to contribute knowledge while prioritizing the well-being and rights of the participants involved.

Declaration of Interest Statement

The authors of the article titled "Consumer Priorities in Food Quality Characteristics: Empirical Findings from Turkey" declare the following potential conflicts of interest:

Bülent Miran: I declare no conflicts of interest regarding this research study. I have no financial or personal relationships with individuals or organizations that could influence the research outcomes or the objectivity of the findings presented in the article.

Terrence W. Thomas: I declare no conflicts of interest in relation to this research. There are no financial or personal relationships that could create bias or influence the research findings reported in this article.

We affirm that the research was conducted independently, and the results presented in this article are solely based on the data collected and analyzed. There has been no influence from any external party that could compromise the integrity or objectivity of this research.

We are committed to upholding transparency and scientific integrity in our research endeavors. We assure readers that the findings and conclusions presented in this article are unbiased and solely based on the analysis of the collected data.

Should any potential conflicts of interest arise in the future, we will promptly disclose them and take appropriate actions to address any perceived biases or influences that may arise.

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