TÜKETİCİLERİN YÖRESEL ÜRÜN ALGISI VE SATIN ALMA NİYETİNE ETKİSİ

  • Fatih YILMAZ Ağrı İbrahim Çeçen Üniversitesi
Keywords: Tüketici, yöresel gıda, kalite, değer, risk.

Abstract

In this study, the effect of consumers' perception of local products on their purchase intention is investigated. For this purpose, a face-to-face survey is conducted with 440 consumers in Erzurum. In the research, factor analysis is used to determine the factors affecting consumers' local product perception and purchasing intention. As a result of factor analysis, it is determined that local product perception is explained by three factors. These factors are called perceived quality, value and risk. The explanation rate of factors related to local product perception is calculated as 57.42%. It has been determined that purchasing intention is explained by two factors. It is concluded that these factors explained 57.76% of the sample for the purchase intention variable. Multiple regression analysis is used to investigate the relationship between the variables obtained as a result of factor analysis. As a result of the study, it was determined that perceived quality, value and risk variables, which are the sub-dimensions of local product perception, are effective on purchasing intention.

 

Downloads

Download data is not yet available.
Published
2024-05-19
Section
Articles