Individuals’ buying behaviors and attitudes towards frozen foods: The case of Eastern Mediterranean Region

Figures & data

Table 1. Individuals’ general information (n = 484)

Variables	Definition	N	%	Variables	Definition	N	%
Gender	Female	179	37	Marital status	Married	317	65.8
	Male	305	63		Single	165	34.2
Age	18–35	275	56.9	Number of individuals in the household	1–3	166	34.6
	36–64	204	42.2		4–7	289	60.2
	65≤	4	0.8		8≤	25	5.2
Education	Non-literate	13	2.7	Working status	Yes	368	76.3
	Literate	15	3.1		No	114	23.7
	Less than High School	30	6.2	Monthly income (₺)*	5000≥	58	12
	High School	72	14.9		5001–10000	153	31.7
	Graduate	317	65.5		10001–15000	190	39.3
	Postgraduate	37	7.6		15000≤	82	17
Consumption frequency	None	41	8.5	Product price	Low	11	2.3
	Rarely	27	56.5		Normal	130	27
	Usually	118	24.5		High	204	42.4
	Often	39	8.1		Vey high	76	15.8
	Always	11	2.3		No idea	60	12.5

*Period of Jan-2023, ₺10 000 = $550 nearly.

Figure 1. The factors affecting the individuals’ purchase of frozen foods.

Table 2. Factors affecting individuals’ thoughts

Variables	Factor		Mean	SD
	Facilitation	Trust
Frozen foods make my life easier	0.869		3.31	1.29
I prefer it for out-of-season consumption	0.788		3.30	1.27
I prefer frozen foods as they are easily accessible	0.772		3.16	1.29
Being cleaned and sliced is effective in my product preference	0.676		3.02	1.29
Frozen foods are practical to use	0.675		3.62	1.14
Frozen foods can be stored for a long time	0.656		2.51	1.09
Frozen foods are safer than fresh ones		0.854	2.08	1.20
I think frozen food is fresh		0.794	2.37	1.23
Frozen foods are high in nutrients		0.642	2.51	1.09
Variance explanation (%)	39.935	20.767
Cronbach’s Alpha	0.840
KMO	0.858
Chi-Square	1658.5
P	0.000

1: Strongly disagree; 2: Disagree; 3: Undecided; 4: Agree; 5: Strongly agree.

Table 3. Testing the factors affecting individuals’ thoughts with Kruskal Wallis H

Factor	City	N	Mean Rank	Kruskal Wallis H	df	p
Facilitation	Adana	102	208.36	23.943	4	0.000
	Osmaniye	55	316.74
	Mersin	102	225.11
	Kahramanmaraş	124	242.42
	Hatay	101	254.21
Trust	Adana	102	221.64	13.294	4	0.010
	Osmaniye	55	208.41
	Mersin	102	279.95
	Kahramanmaraş	124	247.60
	Hatay	101	238.05
Producer firm	Adana	102	274.26	17.67	4	0.001
	Osmaniye	55	178.17
	Mersin	101	236.51
	Kahramanmaraş	124	240.88
	Hatay	101	251.04
Product	Adana	102	269.74	10.681	4	0.030
	Osmaniye	55	196.45
	Mersin	101	250.19
	Kahramanmaraş	124	234.74
	Hatay	101	239.51

Table 4. Factors affecting label and packaging control

Variables	Factor		Mean	SD
	Producer firm	Product
Production and expiry date	0.859		4.13	1.23
Brand	0.849		3.66	1.23
Part no	0.842		2.49	1.48
Origin	0.831		2.84	1.45
Quality, approval, international compliance etc.	0.635		3.39	1.44
Nutrient value		0.785	3.12	1.44
Storage conditions		0.761	3.42	1.29
Contents		0.690	3.25	1.28
Preparation/production method		0.675	3.29	1.35
Variance explanation (%)	38.904	36.527
Cronbach’s Alpha	0.926
KMO	0.905
Chi-Square	3233.8
P	0.000

1: None; 2: Rarely; 3: Varies by product; 4: Usually; 5: Always.

Figure 2. Frequency of preparing frozen food products at home (n=483).