Tüketicilerin Arı Ürünleri Tercihlerinde Marka Algısı Ölçeğinin Tespiti ( Gümüşhane-Bayburt Örneklemi)
Determination of Brand Perception Scale in Consumers' Preferences of Bee Products (Gümüşhane-Bayburt Sample)

Summary/Abstract: In today's competitive environment, consumers' preferences are constantly changing depending on the increase in product varieties and their product preferences are directed towards more branded products. Consumers prefer products in the direction of requests and expectations and demographic, psychological, and sociological factors are influential in consumer purchasing decisions. In consumers' purchasing behavior, besides the product characteristics, the target mass characteristics also play a decisive and influential role. Establishing target groups of companies and developing strategies for them depend on consumers' choosing between various brands. Creating a commitment to the brand by communicating the message of the target audience correctly, improving the brand image have become the main goal of businesses. In this study, an application was carried out on the Gümüşhane-Bayburt axis covering 384 consumers for factors affecting brand perception in the preferences of bee products. The survey method was used as data collection technique in the study. The research findings illustrate that consumers attach importance to the brand in choosing the apicultural products. The research concludes that consumers follow an ambivalent stance for trust issue, product prices, preferring known markets, promotion and discounts and also reveals that the impact of the TV ads, quality of honey, sufficient amount of information it and tendency to buy it from the markets are low in purchasing honey and honey products.

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