Türkiye’de Kahveye Yüklenen Anlam ve Kahve Tüketim Alışkanlıkları
Yükleniyor...
Tarih
2022
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Ordu Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Küresel etkileşimin artmasıyla birlikte insanlarda yiyeceklerde olduğu gibi içeceklerde de farklı deneyim alışkanları oluşmaya başlamıştır. Türkiye’de geçmişten bugüne köklü bir kültüre sahip Türk kahvesinin yanı sıra zincir işletmelerde farklı kahve çeşitleri de tercih edilmeye başlanmıştır. Bu tercih durumu her geçen gün artarak ilerlemeye devam etmekte ve son yıllarda birçok kahve tüketimi üzerine hazırlanmış bilimsel araştırmalara konu olmaktadır. Kahve tüketen bireylerin profilleri hakkında detaylı bilgi edinilmesinin amaçlandığı bu araştırmada fenomenolojik bir yaklaşım benimsenmiştir. Araştırmada nitel araştırma deseni kullanılmış olup, veri toplama aracı olarak yarı yapılandırılmış görüşme soruları katılımcılara yöneltilmiştir. Araştırmada veri toplama yöntemi olarak olasılıklı olmayan örnekleme yöntemlerinden maksimum çeşitlilik örnekleme yöntemi kullanılmıştır. Araştırmaya 30 kadın ve 30 erkek kahve tüketicisi dahil olmuştur. Yarı yapılandırılmış görüşme formunda katılımcıların; kahveye yükledikleri anlam, kahve tüketim tercihleri ve kahve tüketim rutinlerini belirlemeye ilişkin sorulara yer verilmiştir. Araştırmada veri analizi sürecinde içerik analizi kullanılmış olup, kodlama ve haritalama Maxqda istatistik programında yapılmıştır. Araştırma sonucunda katılımcıların kahve tüketimini en çok sohbet ortamlarında gerçekleştirdikleri, kahve tüketim nedeni olarak da dinlenme ve sosyalleşmeyi öne sürdükleri tespit edilmiştir. Katılımcıların en çok Türk kahvesi ve filtre kahve tükettikleri ve kahvelerini en çok zincir işletmelerde tükettikleri sonucuna ulaşılmıştır. Kahve sunan işletmelerde katılımcıların aradığı en belirgin özellikler; sakinlik, ambiyans ve konfor olarak tespit edilmiştir. Katılımcıların kahvelerini kimle/kimlerle tükettiklerine ilişkin soruya en sık olarak arkadaşlarıyla veya sevdikleri insanlarla yanıtlarını verdikleri görülmektedir. Katılımcıların yüksek çoğunluğu; içtikleri kahvelerde kullanılan çekirdeğin özelliğini bilmediğini, kahve tüketimi için özel bir seyahat gerçekleştirmeyeceklerini, kahve için yüksek maliyetlere katlanmayacaklarını ve kahvede yeni tatlara açık olmadıklarını ifade etmişlerdir. Son olarak kahvelerini en çok boş zamanlarda tükettiklerini belirtmişlerdir.
With the increase in global interaction, different experience habits have started to form in drinks as well as in food. In addition to Turkish coffee, which has a deep-rooted culture from past to present, different types of coffee have started to be preferred in chain businesses. This preference situation continues to increase day by day and has been the subject of scientific researches on coffee consumption in recent years. A phenomenological approach was adopted in this study, which aimed to obtain detailed information about the profiles of individuals who consume coffee. Qualitative research design was used in the research, and semi-structured interview questions were asked to the participants as a data collection tool. Maximum variation sampling method, one of the nonprobabilistic sampling methods, was used as the data collection method in the study. 30 female and 30 male coffee consumers were included in the study. In the semi-structured interview form, the participants; Questions about the meaning they attribute to coffee, coffee consumption preferences and coffee consumption routines are included. Content analysis was used in the data analysis process in the research, and coding and mapping were done in Maxqda statistics program. As a result of the research, it was determined that the participants mostly consumed coffee in chat environments, and they suggested rest and socialization as the reason for coffee consumption. It was concluded that the participants mostly consumed Turkish coffee and filter coffee, and they consumed their coffee mostly in chain enterprises. The most distinctive features that the participants look for in businesses that offer coffee are calmness, ambiance, and comfort. It is seen that the participants most frequently answered the question about who/with whom they consumed their coffee, with their friends or loved ones. Most of the participants; They stated that they do not know the characteristics of the bean used in the coffee they drink, that they will not make a special trip for coffee consumption, that they will not bear high costs for coffee, and that they are not open to new flavors in coffee. Finally, they stated that they consumed their coffee mostly in their leisure time.
With the increase in global interaction, different experience habits have started to form in drinks as well as in food. In addition to Turkish coffee, which has a deep-rooted culture from past to present, different types of coffee have started to be preferred in chain businesses. This preference situation continues to increase day by day and has been the subject of scientific researches on coffee consumption in recent years. A phenomenological approach was adopted in this study, which aimed to obtain detailed information about the profiles of individuals who consume coffee. Qualitative research design was used in the research, and semi-structured interview questions were asked to the participants as a data collection tool. Maximum variation sampling method, one of the nonprobabilistic sampling methods, was used as the data collection method in the study. 30 female and 30 male coffee consumers were included in the study. In the semi-structured interview form, the participants; Questions about the meaning they attribute to coffee, coffee consumption preferences and coffee consumption routines are included. Content analysis was used in the data analysis process in the research, and coding and mapping were done in Maxqda statistics program. As a result of the research, it was determined that the participants mostly consumed coffee in chat environments, and they suggested rest and socialization as the reason for coffee consumption. It was concluded that the participants mostly consumed Turkish coffee and filter coffee, and they consumed their coffee mostly in chain enterprises. The most distinctive features that the participants look for in businesses that offer coffee are calmness, ambiance, and comfort. It is seen that the participants most frequently answered the question about who/with whom they consumed their coffee, with their friends or loved ones. Most of the participants; They stated that they do not know the characteristics of the bean used in the coffee they drink, that they will not make a special trip for coffee consumption, that they will not bear high costs for coffee, and that they are not open to new flavors in coffee. Finally, they stated that they consumed their coffee mostly in their leisure time.
Açıklama
Anahtar Kelimeler
Kahve, Kahve tüketimi, Gastronomi, Üçüncü Mekanlar, Tüketici Davranışı, Coffee, Coffee consumption, Gastronomy, Third Places, Consumer Behavior
Kaynak
Ordu Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Araştırmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
12
Sayı
3
