Özet:

The aim of the study is to examine the effects of demographic characteristics on buying behaviors of consumers who buy branded or unbranded kiwifruit. In this research, a group of 15- to 69-year-olds, who bought from branded or cast-in kiosks sold in grocery stores located in two districts of Rize province, was taken as the basis, and cluster sampling method was used. In both the first and second stages of the research, while consumers who buy branded kiwifruits pay attention to the most when buying kiwifruit taste; the least attention is the weight of the kiwifruit. In the analysis of the hypotheses created within the scope of the study, Independent Two Sample t-Test was used. As a result, the gender of consumers' demographic characteristics were found to be effective on the first and second stages, while the average monthly income was found to have an effect on the buying behavior in the first stages. It would be beneficial to conduct this research in regions or countries where kiwifruit is cultivated or marketed.

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