Abstract:

The problems experienced in accessing adequate and safe food in the world have revealed the importance of protecting domestic production and being self-sufficient in terms of agricultural products. This has increased the importance of the policies to be developed for all stakeholders, especially consumers, on agricultural products. In this context, many countries have started to take legal measures primarily related to the production, processing and trade of agricultural products. The purpose of this study is to reveal the socio-economic factors that affect the characteristics consumers pay attention to when purchasing agricultural products and the preference to purchase domestic agricultural products. The material of the research consists of surveys with 384 consumers living in the urban area of Samsun and effective in purchasing agricultural products. According to the research results, four important features that consumers pay attention to when buying agricultural products; the expiration date, taste/flavor, production date, and the healthy of the product respectively. Upon the preference of the consumer to purchase domestic agricultural products, the number of households to be married and the number of households had positive effect; however, age, education, income and experience abroad had negative effect. Considering the factors affecting the preference of consumers to purchase domestic agricultural products, the marketing strategies to be created will contribute to the conversion of the target group determined by the companies to the customer portfolio.

Keywords: