Determination of Consumer Profiles Shopping From a Company Selling Nutritional Support Products in Ankara

Abstract

Aim: This study was conducted in order to determine the profiles of consumers shopping from a well-known company selling food supplements in Ankara. Subjects and methods: A total of 112 people (53 males, 59 females) aged between 16-88 years were included in the study. A questionnaire consisting of four parts; personal information, food supplement use, exercise level, and information about products from the staff was applied to the consumers in March 2012. Body mass index was calculated based on height and weight measurements. Results: The mean age was 33.8±13.3 years for men, 41.9±12.2 years for women. Participants’ height, body weight and body mass index (BMI) values were 179.5±7.0 cm, 81.8±11.1 kg, 25.3±3.29 kg/m² for men and 164.0±5.4 cm, 62.5±8.9 kg, 23.3±3.73 kg/ m² for women, respectively. 75.2% of the participants had at least a bachelor degree level education and 67.3% of the participants were doing regular exercise. It was found that people were using more than one nutritional supplement. Nutritional supplement preferences changed with the age and sex, but did not change according to occupation. Food supplements were used to improve performance, ensure fitness, delay aging, protect the health of skin and hair by men and to increase immunity, improve performance, delay aging, protect the health of skin and hair by women. Money spent for the use of nutritional supplements varied between 10-500 TL per month per person. Conclusion: BMI values that are in the recommended range, regular exercise, adequate nutrition, and have the characteristics of high education level of the participants to be an indication that they have conscious of nutrition. As a result, it can be said that respondents use more than one nutritional supplement. The majority of the people (74.3%) who participated in the study stated that benefited at the end of use of products. Possible side effects are considered, the use of dietary supplements before consulting is recommended.