Socioeconomic factors shaping consumer preferences for vegetable oil: the case of Tokat province

The study aims to examine consumer preferences for vegetable oil consumption in the urban area of Tokat province. The main material of the research consists of primary data obtained through a survey of consumers residing in the urban area of Tokat province. The sample size was determined as 271. The data obtained were evaluated using frequencies, percentages, cross-tabulations, and Chi-square analysis. According to the research results, 85.6% of consumers use sunflower oil, and 62.0% use olive oil. Among sunflower oil consumers, the most important reasons for preference were price affordability (68.1%), habit (51.3%), and taste (38.4%). In olive oil consumption, however, the most important reasons for preference were health perception (83.3%) and taste (66.7%). The findings show that price, health perceptions, and habits play important roles in consumers' preferences for vegetable oil. The results provide important information on consumer preferences for vegetable oil consumption at the provincial level.