Abstract:

Recently, auditive and visual press campaigns for bee products are increasing and work to influence consumers is used as a communication and advertising tool. Today, the rapid change in technology and the changing desires and expectations in parallel with the rising living standards are leading to significant changes in consumer preferences. In this context, consumers’ purchasing preferences are socio-economic, demographic and psychological, etc. Factors affect in this study the factors affecting consumers' preferences to buy bees and bees products are studied through summer scans. In this regard, consumers’ perceptions of bee and bee products are influenced by the quality of the product, the brand value of the product, the place of supply of the product, the advertising, the type of packaging, the satisfaction of the consumer and the preferred product variety. The findings from the study to identify the factors affecting consumers’ purchasing preferences show that the vast majority of consumers are first consuming honey and then referring to other bees products. This study found that consumers did not have sufficient information about bees products other than honey and did not benefit from these products. In this point, it is necessary to increase the promotion and information on bees products outside of honey.

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