Abstract:

The demand for organic products has been increasing in recent years. However, from time to time, some negativities encountered in marketing may lead to contraction in production or loss of product value. It is useful to know consumer preferences to create appropriate marketing and product patterns. This study was conducted to determine the pattern of organic product consumption in the TR72 region (Kayseri, Sivas and Yozgat) and the regional variation in the amount of overpayment. For this purpose, a face-to-face survey was conducted with 1350 families in order to determine the consumption pattern and value of organic products of consumers in the TR72 region. As a result of the analyses, the difference between the regions in terms of consumed organic drinks, milk, eggs, chicken meat and vegetables and fruits were calculated as significant. In addition, regional differences were found to be significant in terms of consumption season, brand, organic egg and poultry overpayment rates. According to the findings; regional development level, income level and conscious consumption factors are effective on organic product selection, brand preference, consumption season and overpayment for organic product.

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