THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND CONSUMERS’ INTENTION TO PURCHASE BEEKEEPING PRODUCTS DURING COVID-19
THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND CONSUMERS’ INTENTION TO PURCHASE BEEKEEPING PRODUCTS DURING COVID-19
Author(s): Habibe Yelda Şener, Elçin Şen SadaySubject(s): Health and medicine and law, Accounting - Business Administration, Marketing / Advertising
Published by: Kafkas Üniversitesi Sağlık, Kültür ve Spor Daire Başkanlığı Dijital Baskı Merkezi
Keywords: Consumer personality traits; purchase intention; propolis; pandemic;
Summary/Abstract: The purpose of this research is to evaluate the relationship between consumers' personality traits and their intention to purchase beekeeping products, especially propolis, during the pandemic, consumers' awareness, use and expectations about the packaging of propolis and other bee products, certificates, prices, promotions, sales channels and attitudes towards new products containing propolis. In parallel with the purpose of this study, the data obtained from 350 consumers by convenience sampling method were analyzed by Frequency, independent - "t test" -, Anova and Correlation analysis. As a result of our research, consumers use this product most in winter, make the purchase decision by comparing price and quality, have high expectations for glass packaging, new products, awards, certificates. Consumers who are open to innovations have a more positive propolis purchase intention.
Journal: Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Issue Year: 13/2022
- Issue No: 26
- Page Range: 824-857
- Page Count: 34
- Language: English