Abstract:

Because it has influenced consumer purchasing behavior and has become a means of distinction by, the culture of affection and sweet marketing approaches have become important in the marketing literature. In the conceptual analysis section of this study, the subjects of sweetness, the culture of sweetness, the subjects of sweetness in marketing and the subjects of sweet marketing were explained, and in the research section the attitudes of consumers towards sweet products and the impact on the behavior of buying sweet products were analyzed in the framework of the quality perception, price, social impact and emotional impact of sweet products. According to the results of the research with 404 participants, the participants (1) have a positive attitude towards sweet products, (2) their attitudes towards sweet products are affected by emotional and social effects, and (3) in their purchasing preferences they consider sweet products expensive and low quality. In light of the research results, the characteristics of consumers who show a positive attitude to sweet products have been explained and recommended to marketing managers.

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