Abstract:

The aims of this study were to investigate the factors affecting honey consumption of consumers and to reveal consumer preferences in honey consumptions in Turkey. The results obtained in this study are useful for the companies in honey market to improve their policies. Face to face questionnaires were carried out in 2019 with 3587 honey consumers living in 12 central districts of Turkey. Average annual honey consumption per capita was only 1.05 kg. The factors which consumers pay attention while purchasing honey are quality (83.44%), brand (68.30%), price (61.75%), package (58.82%) and advertisement (36.47). The factors affecting honey consumption of consumers were determined by binary logit analysis. The results revealed that age, level of education, marital status, number of individuals in a household, income, advertisement and health status have statistically significant effect on honey consumption. The results showed that value-based pricing strategy, promotional approaches, advertising campaigns, quality and standardization are important factors for honey producers to increase their market share.

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