إن الهدف الرئيس من هذه الدراسة هو قياس درجة وعي المستهلك السوري تجاه سلامة الغذاء فـي
محافظتي دمشق و ريفها، اللتين تعدان من أكبر المحافظات السورية، و قد جمعت البيانات اللازمة من عينة
عشوائية بلغت 196 مشاهدة من المستهلكين، و ذلك بواسطة استبيان خاص لذلك خلال عام 2012 ، و قـد
بني مقياس يعتمد على مجوعة من الأسئلة في الاستبيان من أجل قياس درجـة وعـي المـستهلك تجـاه
سلامة الغذاء. أشارت نتائج تحليل التباين لمتوسطات درجات الوعي المتحصل عليها من المقيـاس وفقـاً
لفئات العوامل المؤثرة المدروسة على وجود فروق معنوية بين تلك المتوسطات بالنسبة إلى كلّ من العمر
و الجنس و مستوى التعليم و الحالة العائلية و مكان الإقامة و الدخل و مكان التسوق و القطاع الذي يعمل فيـه الفرد، أما نتائج تحليل نموذج بروبت فقد بينت أن تقدم عمر المبحوث يؤدي إلى زيـادة احتمـال تـوافر
الوعي الكافي لديه بما نسبته 9.10 % 3.21 % للفئتين العمريتين الثانية و الثالثة، و كون المبحـوث مـن
النساء يزيد احتمال الوعي بـ2.9 % و يزيد الحصول على شهادة جامعية أو فوق جامعيـة مـن احتمـال
توفر الوعي بنسبة 8.18 % و 8.16 % على الترتيب، كما يزيد احتمال الـوعي لـدى أصـحاب الـدخول
المتوسطة بنسبة 9.34 % عن أصحاب الدخول المنخفضة و المرتفعة. و قـد أوصـت الدراسـة بالاهتمـام
بتوجيه البرامج الإرشادية المناسبة لاستهداف الفئات التي تقل لديها درجات الوعي عـن طريـق وسـائل
الإعلام الأكثر تفضيلاً لدى المستهلكين التي دلت الدراسة على أنها التلفاز و الإنترنت.
The main objective of this study was to determine the level of consumer
awareness toward food safety in Damascus, the biggest governorate in Syria.
The data were obtained from a survey of 196 consumers in Damascus, during
the year 2012. A special index was developed through out set of questions.
ANOVA was used to recognize the significant different means of awareness
index matching levels of each influent factor, and the study revealed that there
were significant differences among index means for categories of: age, gender,
education, marital status, income, sector of work, place of living and place of
shopping. According to the Probit model analysis, older persons had higher
probability of having awareness toward food safety by 18.8% and 16.8% for
the second and third (older) category of age. Women were more aware than
men by 9.2%. High education increases the probability. Likewise, The average
level of income had the highest probability of having awareness by about 34.9%
comparing with low and high income groups. The study recommended to create
a special informative campaigns targeting especially groups with low levels of
awareness, throughout the most favorite ways for consumers, which were T.V.
and internet.
References used
Alias, R., R. S. Mohd., S. B. Than and S. Jinap. 2010. Consumers’ Perceptions: Attitudes and Willingness to Pay towards Food Products with “No Added Msg” Labeling, International Journal of Marketing Studies, 2(1) 235-247
Bektas, Z. K., B. Miran, O. K. Uysal and C. Gunden. 2011. Consumer awareness for food safety in Turkey, Bulgarian Journal of Agricultural Sciences, 17(4) 470-483
Everald, St.,and A. Mclennon. 2002. Analysis of Consumer Perceptions Toward Biotechnology, M.Sc. Thesis, Agricultural and Mechanical College, Louisiana State University
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