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Türkiye'de Dondurma Sektörü, Tüketici Eğilimleri Ve

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Türkiye'de Dondurma Sektörü, Tüketici Eğilimleri Ve TÜRKİYE’DE DONDURMA SEKTÖRÜ, TÜKETİCİ EĞİLİMLERİ VE FİRMALAR ARASI REKABET Pelin ULUDAĞ Yüksek Lisans Tezi Tarım Ekonomisi Anabilim Dalı Danışman:Prof. Dr. Hasan Güngör 2010 1 T.C. NAMIK KEMAL ÜNİVERSİTESİ FEN BİLİMLERİ ENSTİTÜSÜ YÜKSEK LİSANS TEZİ TÜRKİYE’DE DONDURMA SEKTÖRÜ, TÜKETİCİ EĞİLİMLERİ VE FİRMALAR ARASI REKABET Pelin ULUDAĞ TARIM EKONOMİSİ ANABİLİM DALI DANIŞMAN: PROF. DR. HASAN GÜNGÖR TEKİRDAĞ-2010 Her hakkı saklıdır 2 Prof. Dr. Hasan Güngör danışmanlığında, Pelin Uludağ tarafından hazırlanan bu çalışma aşağıdaki jüri tarafından. Tarım Ekonomisi Anabilim Dalı’nda Yüksek Lisans tezi olarak kabul edilmiştir. Juri Başkanı: Prof. Dr. Hasan Güngör İmza : Üye: Doç. Dr. Ahmet Kubaş İmza : Üye: Yrd. Doç. Recep Erbaş İmza : Fen Bilimleri Enstitüsü Yönetim Kurulunun ………………. tarih ve ………………. sayılıkararıyla onaylanmıştır. Doç. Dr. Fatih KONUKÇU Enstitü Müdürü 3 ÖZET Yüksek Lisans Tezi TÜRKİYE’DE DONDURMA SEKTÖRÜ, TÜKETİCİ EĞİLİMLERİ VE FİRMALAR ARASI REKABET Pelin ULUDAĞ Namık Kemal Üniversitesi Fen Bilimleri Enstitüsü Tarım Ekonomisi Anabilim Dalı Danışman: Prof. Dr. Hasan Güngör Ülkemizde gıda teknolojisinin en hızlı gelişen ve önem kazanan dallarından birisi dondurmacılıktır. Bunun başlıca nedenlerini; eğitim düzeyi, toplumun istekleri, maddenin durumu, artıkların zenginliği, aroma maddelerinin ucuzluğu, bolluğu ve çeşitliliği, teknolojik gelişmeler, halkın beslenme konusunda bilgilendirilmesi ve ekonomik koşullar olmak üzere 8 grupta incelemek mümkündür. Bu araştırmanın amacı, Türkiye’de dondurma tüketim alışkanlıklarının ve gelişme eğiliminin saptanmasıdır. Tüm Türkiye’yi temsil etme özelliği taşıyan İstanbul araştırma alanı olarak seçilmiştir. İstanbul 4 ana gelir grubuna ayrılarak örnekleme yapılmış ve 226 tüketici ve 113 perakendeci ile yüz yüze görüşmeler yoluyla anketler doldurularak orijinal veriler elde edilmiştir. Araştırma bulgularına göre, serinlemek için sudan sonra dondurmayı tercih edenler ikinci sırada bulunmuştur (% 22,17). Yaz aylarında dondurma tüketim sıklığı ise, % 41,59 ile haftada 2-3 kez, % 18,58 ile haftada 1 kez ve % 17,26’sının her gün olarak belirlenmiştir. Tüketiciler tarafından en fazla tercih edilen prestij ürünleri; Algida’dan Magnum ürünleri, Ülker Golf’ten Bravo ürünleri, Panda’dan Magic ürünleri olurken; en fazla tercih edilen çocuk ve genç ürünleri her bir markadan sırayla Max, Metro ve Stix ürünleri olmuştur. Anahtar kelimeler: Dondurma, Türkiye’de dondurma sektörü, tüketici eğilimleri, firmalar arası rekabet 2010, 163 sayfa i ABSTRACT MSc. Thesis ICE CREAM SECTOR IN TURKEY, CONSUMER TENDENCIES and COMPETITION WITHIN RELATED FIRMS Pelin ULUDAĞ Namık Kemal University Graduate School of Natural and Applied Sciences Department of Agricultural Economics Supervisor: Prof. Dr. Hasan Güngör Ice-cream production is one of the rapid developing branch into food technology in our country. The main reasons are said to be educational level, community demand, quality and obtainable of raw material, richnes, of leftovers, cheapness of aromatic materials, level of knowledge about nourishing and economic situation respectively. The aim of this research is to be analyzed of consumer tendencies and developing process related with ice-cream. İstanbul was chosen as the research area which is the biggest metropol of Turkey. İstanbul was divided into four different regions by income level and using via questionnaires necessary data were collected out of 226 consumers and 113 retailers. According to the research results, the consumers’s preferences ice-cream demand is the second (22.57%) after the water during summer time for feeling coolness. The frequency of consuming was determined as 2-3 times into week 41.59% once 18,58% and daily 17.26% respectively. Magnum products by Algida, Bravo by Ülker, Magic by Panda are the main brands which have been demanded by the majority of the customers preferably. The ice- cream brands which have been demanded generaly by youthful and kids are Max, Metro and Stix respectively. Keywords: Ice-cream, ice-cream sector in Turkey, consumer tendencies, competition within firms. 2010, 163 pages ii İÇİNDEKİLER SAYFA NO ÖZET …………...…………………………………………………...……………………. i ABSTRACT …...……………………………………………………...………………….. ii İÇİNDEKİLER ………………………………………………………...……………....… iii ÇİZELGELER DİZİNİ ...………………………………………………...………………. v ŞEKİLLER DİZİNİ ……………………………………………………………………… xi 1. GİRİŞ …………………………………………………………………………...…….. 1 2. KONU İLE İLGİLİ ARAŞTIRMALAR …………...………………………...…...... 4 3. MATERYAL VE YÖNTEM …………………………………………………...…… 7 3.1. Materyal ……………………………………………………………………...….. 7 3.2. Yöntem ………………………………………………………………………...… 7 3.2.1. Tüketici Anketlerinde Uygulanan Yöntem ……………………………...… 7 4. DONDURMANIN TARİHÇESİ …………………...……………………………...... 12 4.1. Dünyada Dondurma Tarihi …………………………………………………..... 12 4.2. Anadolu’da Dondurmanın Gelişimi ………………………………………….... 13 4.3. Türkiye’de Dondurma Sektörünün Bugünkü Durumu …………………….... 13 5. DONDURMA ÜRETİM TEKNİĞİ ……………………………………………….... 14 5.1. Dondurma Yapımında Kullanılan Ham Madde ve Yardımcı Maddeler ……. 15 5.2. Dondurma Üretim Teknolojisi …………………………………………………. 17 6. ENDÜSTRİYEL DONDURMA ÜRETİMİNDE HİJYEN ………………………... 21 6.1. Fabrika Hijyeni ………………………………………………………………….. 22 6.2. Ekipman Hijyeni ………………………………………………………………… 26 6.3. Personel Hijyeni …………………………………………………………………. 29 7. DÜNYADA VE TÜRKİYE’DE DONDURMA ÜRETİMİ, TÜKETİMİ VE DIŞ TİCARETİ …………………………………………………………………………..... 30 7.1. Dünyada Dondurma Üretimi, Tüketimi ve Dış Ticareti …………………….... 30 7.1.1. Üretim ……………………………………………….................................... 30 7.1.2. Tüketim …………………………………………………………………….. 30 7.1.3. Dış Ticaret ……………………….…………………………………………. 31 7.1.3.1. İthalat ………………………………………................................... 31 7.1.3.2. İhracat …………………………………………………………….. 31 7.2. Türkiye’de Dondurma Üretimi, Tüketimi ve Dış Ticareti ……………………. 32 7.2.1. Üretim ……………………………………………….................................... 33 iii 7.2.2. Tüketim …………………………………………………………………….. 33 7.2.3. Dış Ticaret ……………………….………………………………………..... 35 7.2.3.1. İthalat ………………………………………................................... 35 7.2.3.2. İhracat …………………………………………………………...... 36 8. TÜRKİYE’DE DONDURMA ÜRETİCİ FİRMALARIN GENEL YAPISI VE REKABET STRATEJİLERİ ………………………………………………………... 38 8.1. Türkiye’de Ambalajlı Dondurma Üretici Firmaların Genel Yapısı ve Rekabet Stratejileri …………………………………………………………….... 38 8.1.1. Algida ………………………………………………………………………. 39 8.1.2. Ülker Golf …………………………………………………………………... 43 8.1.3. Panda ………………………………………………………………………... 45 8.1.4. Häagen-Dazs ………………………………………………………………... 47 8.1.5. Ben&Jerry’s ……………………………………………………………........ 49 8.1.6. Mövenpick ……………………………………………………………...…... 51 8.2. Türkiye’de Pastanecilikte Dondurma Üretici Firmaların Genel Yapısı ve Rekabet Stratejileri ……………………………………………………………… 52 8.2.1. Mado ……………………………………………………………………….... 52 8.2.2. Edo …………………………………………………………………………... 54 8.2.3. Sakız Dondurma …………………………………………………………….. 54 8.2.4. Via Gelato …………………………………………………………………… 55 8.2.5. Özsüt ……………………………………………………………………….... 56 8.2.6. Bolulu Hasan Usta …………………………………………………………... 57 9. ARAŞTIRMA BULGULARI VE TARTIŞMA ……………………………………... 58 9.1. Dondurma Talebi ve Tüketici Eğilimleri ……………………………………...... 58 9.2. Perakende Satış Yerleri ve Rekabet Durumu ………………………………….. 126 10. SONUÇ ve ÖNERİLER ……………………………………………………………... 151 11. YARARLANILAN KAYNAKLAR ………………………………………………... 158 TEŞEKKÜR ………………………………………………………………………….. 162 ÖZGEÇMİŞ …………………………………………………………………………... 163 iv ÇİZELGELER DİZİNİ ÇİZELGE NO SAYFA NO Çizelge 3. 1. Türkiye’de ve İstanbul’da Tüketicilerin Sosyal Sınıflara Dağılımı ……... 9 Çizelge 3. 2. Gelir Gruplarına ve Semtlere Göre Tüketici Anketlerinin Dağılımı …….. 10 Çizelge 3. 3. İstanbul’da Sosyal sınıfların Ayırımında Kullanılan Kriterler …………... 11 Çizelge 3. 4. Tüketicilerin Gelir Durumlarına Göre Dağılımı …………………………. 11 Çizelge 5. 1. 100 Gram Dondurmanın İçerdiği Vitamin ve Mineraller ………………... 15 Çizelge 5. 2. Dondurma Miskinin Ortalama Bileşimi …………………………………. 18 Çizelge 7. 1. Dünyada 2004-2008 Yılları Arasında Yıllık Ortalama Dondurma İthalatı ……………...…………………………………………………….. 31 Çizelge 7. 2. Dünyada 2004-2007 Yılları Arasında Yıllık Ortalama Dondurma İhracatı …………………………...………………………………………. 32 Çizelge 7. 3. Türkiye’de Dondurma Üretimi …………………………………………... 33 Çizelge 7. 4. Türkiye’de Dondurma Tüketimi ……………………………………….... 34 Çizelge 7. 5. Türkiye’de 2004-2008 Yılları Arasında Yıllık Ortalama Dondurma İthalatı ………………………………………………………………….... 36 Çizelge 7. 6. Türkiye’de 2004-2008 Yılları Arasında Yıllık Ortalama Dondurma İhracatı …………………………………………………………………... 37 Çizelge 9. 1. Tüketicilerin Cinsiyetlerine ve Medeni Durumlarına Göre Dağılımı …... 58 Çizelge 9. 2. Tüketicilerin Yaş Grupları İtibariyle Dağılımı …………………….……. 58 Çizelge 9. 3. Tüketicilerin Eğitim Durumları İtibariyle Dağılımı …………………….. 59 Çizelge 9. 4. Tüketicilerin Meslek Grupları İtibariyle Dağılımı …………………….... 59 Çizelge 9. 5. Tüketici Eşlerinin Cinsiyetlerine Göre Dağılımı ……………………….. 60 Çizelge 9. 6. Tüketici Eşlerinin Yaş Grupları İtibariyle Dağılımı ……………………. 61 Çizelge 9. 7. Tüketici Eşlerinin Eğitim Durumları İtibariyle Dağılımı ………………. 61 Çizelge 9. 8. Tüketici Eşlerinin Meslek Grupları İtibariyle Dağılımı ………………... 62 v Çizelge 9. 9. Tüketicilerin Hanede Yaşayan Kişi Sayısına Göre Dağılımı …………... 63 Çizelge 9. 10. Tüketici Çocuklarının Cinsiyetlerine Göre Dağılımı …………………. 63 Çizelge 9. 11. Tüketici Çocuklarının Yaş Grupları İtibariyle Dağılımı ……………… 64 Çizelge 9. 12. Tüketici Çocuklarının Eğitim Durumları İtibariyle Dağılımı ………… 64 Çizelge
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