Chemical Composition of Vegetables Oils The Usage of Analytic Hierarchy Process Technique in Preference of Consumer Vegetable Oils Buying

Abstract

In this research consumer preferences for refined oils marketed in Turkey are analyzed with respect to their characteristics. This analysis is also made according to physical characteristics such as view, odour and packaging as well as chemical characteristics such as quantity of oleic acid, amount of energy, composition values of oil acids. According to the research findings obtained from consumers, although the most important factor for purchasing is sale price, but it is understood that odour and the quantity of trans and cis oleic acid affects consumer preferences to an important extent. Analytic hierarchy process, a technique for decision making when evaluating customer preferences, is used. The analytic hierarchy process is a useful decision methodology that can be applied in vegetables oil preferences as well as in consumer. In this research, an evaluation is made of 5 oil breed by using the analytic hierarchy process according to criteria determined by 600 consumer.