Özet:

The aim of this study was to reveal individuals’ vegetable oil and animal fat consumption habits and the factors that affect oil preference in Hatay province. The main material of the research consisted of a face-to-face survey with 412 consumers determined by simple random sampling. The data obtained in the study were evaluated using the SPSS package program and factor analysis was performed to determine the factors affecting individuals’ oil preference. Per capita vegetable oil consumption was calculated as 14.13 l year-1 and animal fat consumption was calculated as 2.52 kg year-1. It was determined that the primary preference of individuals was vegetable oil and animal fat consumption was limited. By the factor analysis, it was determined that the most important internal factor affecting the oil consumption of the individuals is quality and the external factor is the packaging of the product. The findings show that consumers in Hatay are conscious in their choice of cooking oil/fat. Firms in the sector should primarily care about the quality and packaging of the product rather than the effect of price and advertisements in product sales and marketing. Additionally, companies should implement new marketing strategies by taking into account consumer preferences. In order to increase animal fat consumption, it is necessary to increase the income level of consumers, to implement policies to reduce food inflation, and to implement sustainable incentives that will reduce input costs in livestock production.

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