Özet:

Objective:In this study, it is aimed to determine the attitudes and behaviors such as the preferred shopping point, shopping frequency, payment type, amount of expenditure and differences according to lifestyles in food and more specifically, fresh fruit and vegetable shopping by separating the consumers living in Aydın into three different income groups. Material and Methods: In this study, 400 questionnaires which were conducted face to face with randomly selected consumers in Aydın city center, consisting of questions about socio-demographic characteristics, purchasing preferences, and 5-point Likert-type expressions about the purchase of food-related lifestyle scale were evaluated. Factor analysis in determining dimensions; One-Way-Anova in testing differentiation; hierarchical clustering analysis was applied to grouping according to lifestyles. Results and Conclusion: In the shopping activities of the consumers, it is determined that consumers are careful about buying fresh, high quality, affordable, healthy and have no pesticide residues products and buying the products by choosing. Consumers also prefer to shop in the neighborhood market. Education, occupation, income and lifestyle were found to be effective in purchasing preferences. These findings regarding consumers' buying attitudes and behaviors are important in developing the proper marketing strategies for the fresh fruit and vegetable sector.

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