Türk Tarım ve Doğa Bilimleri Dergisi

Yazarlar: Bengü EVEREST, Özge Can NİYAZ, Sibel TAN, Murat YERCAN

Konular:Fen

DOI:10.30910/turkjans.471330

Anahtar Kelimeler:Cooperative,Marketing,Brand,Consumer preference.

Özet: One of the important activities of cooperatives, together with their contribution to the development of society, the increase of employment, the increase of incomes of small producers, is the marketing of the products taken from the partners. Taking role of branding and pricing co-operatives shortens the marketing channel. Revenue of producers increases with shortened marketing channels and consumers buy products for less. This contributes to the development of local economies. Therefore, branding of cooperatives and consumers prefer cooperative brands is important. In this study, the attitudes and attitudes of consumers in Çanakkale province to cooperative branded products were examined. Obtained findings were obtained from surveys conducted with 130 consumers from Çanakkale city center. The fuzzy comparison method was used in the research to determine consumers' preference for cooperative branded products. Opinions of consumers about marketing cooperative branded products were determined with likert scale questions. Chi-square analysis was used to test the association between co-operative branded product use and demographic variables. In the survey, it was determined that 60% of consumers regularly consume co-branded products. 57.7% of those who do not consume the cooperative brand on a regular basis want to consume cooperative branded products in the future. Consumers think that there is not enough incentive / promotion work to market cooperative branded products. Consumers are awaiting further advertising for co-branded products and want to market more product varieties through co-operatives. Consumers' initial objectives in choosing cooperatively branded products is the desire to consume more quality products.

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