Özet:

Quality and safe food consumption are of vital importance. For this reason, markets, where food products are purchased, is very important. Especially, when purchasing perishables like dairy products are more important. Cooperatives are leader institutions for food security. Lifestyle is an important variable in explaining the purchasing behaviour of consumers. The main purpose of this study is to assess the cooperative branded products purchasing behaviour of consumers divided into groups to their lifestyle. The research was carried out in central districts of Izmir Province (Karabağlar, Buca, Bornova, Konak, Karşıyaka, Bayraklı, Çiğli, Gaziemir, Balçova, Narlıdere, Güzelbahçe). Data were collected from 300 consumers using a Values and Life style scale. Cluster analysis was applied to consumers for dividing into groups to their lifestyle. So, consumers divided into four groups to their lifestyle and the cooperative branded products purchasing behaviour of consumers were examined using these four groups. According to research conclusions; the most important reason for consumers to prefer cooperative branded products is ‘reliability’. ‘Tire’ is the most known and ‘İğdeli’ is the least known cooperative branded. According to consumer groups, ‘İğdeli’ is the most known cooperative branded by ‘leaders’. This shows that leaders are more sensitive about a brand to other people.

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