Abstract:

Effective use of the marketing mix (4P), which is an important instrument of organizations in influencing the cognitive structure of consumers and providing distinctive reasons for buying organic products, would play an important role for organizations to remain competitive. In this study, the concepts that may be important in the content of each marketing mix element for the organic product sector are presented with an exploratory perspective through the literature. In most definitions of marketing, the word “value creation” is often used. The concepts addressed to customer value (information, education, perception, motivation, trust, universalism, etc.) are important concepts in the implementation of the marketing mix elements and they are also a road map for producers and organizations that want to develop strategies in the organic product market. From a general point of view, there are few studies that address the “marketing mix in the organic product sector”. Therefore, by addressing the concepts that may be important in the context of each mixed element, trying to put forward the concepts that will be highlighted by the producers or organizations in promotion activities may contribute to the literature in terms of at least one theoretical examination. The originality and importance of the study stems from this.

Keywords: