Abstract:

Consumer purchasing behavior is the purchasing behavior of the final consumer, i.e. households or individuals who buy goods and services for personal consumption. Since the behavior of purchase is influenced by social, cultural, psychological and personal factors, individuals do not show homogeneous characteristics. Therefore, people change from person to person and different purchasing actions occur. The main objective of this study is to identify the basic characteristics consumers notice when purchasing food products. However, the factors that influence consumers in making a decision to buy food products for the first time and determining the behavior shown in the brand preference when buying food products are among the objectives of the study. The research covers consumers in the central districts of Izmir (Karabağlar, Buca, Bornova, Konak, Karşıyaka, Bayraklı, Çiğli, Gaziemir, Balçova, Narlıdere, Güzelbahçe). In the study, data obtained from 300 consumers were used. When the behavior of consumers purchasing food products is examined, the relationship with the age and gender of consumers is established. The most important factor that consumers notice when buying food is the price. The 'price' criteria follows the 'natural content' and 'emotional attraction' criteria. When you buy food for the first time, the most important factor is the 'tat'.

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