Factors Affecting Consumers' Willingness to Buy and Marketing Local Products Online

Seda Gürün; Emine İkikat Tümer

Makale detayları

Factors Affecting Consumers' Willingness to Buy and Marketing Local Products Online

Yazarlar:

Seda Gürün | Emine İkikat Tümer

Yayıncı:

Siirt University

Dergi:

Türkiye Tarımsal Araştırmalar Dergisi Vol.10 Issue 1, pp.101-108

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287835

pISSN:

2148-2306

Anahtar kelimeler:

Özet:

 In this study, it is aimed to determine the socio-demographic and economic factors that affect consumers willingness to buy and market local products online. For this purpose, a survey was conducted with 384 participants who made internet shopping in Kahramanmaraş between December 2019 and July 2020, and the data obtained were analyzed with descriptive statistics and a Chi-square test. As a result of the analysis, it was determined that the variables of age, education level, income level, food expenditure, e-commerce experience, credit card usage status, and researching before shopping were important in the willingness to buy local products online. It has been determined that the variables of gender, spousal working status, income level, monthly savings amount, purchasing local products, and making price comparisons are effective on the willingness to market local products online. Due to the significant benefits of local products in terms of contributing to both local and national economies, increasing employment opportunities, adding new functionality to entrepreneurial activities, and leaving an important legacy of cultural and sustainable food consumption to future generations, it is important to encourage the purchase and marketing of local products through the internet.

 In this study, it is aimed to determine the socio-demographic and economic factors that affect consumers willingness to buy and market local products online. For this purpose, a survey was conducted with 384 participants who made internet shopping in Kahramanmaraş between December 2019 and July 2020, and the data obtained were analyzed with descriptive statistics and a Chi-square test. As a result of the analysis, it was determined that the variables of age, education level, income level, food expenditure, e-commerce experience, credit card usage status, and researching before shopping were important in the willingness to buy local products online. It has been determined that the variables of gender, spousal working status, income level, monthly savings amount, purchasing local products, and making price comparisons are effective on the willingness to market local products online. Due to the significant benefits of local products in terms of contributing to both local and national economies, increasing employment opportunities, adding new functionality to entrepreneurial activities, and leaving an important legacy of cultural and sustainable food consumption to future generations, it is important to encourage the purchase and marketing of local products through the internet.

 In this study, it is aimed to determine the socio-demographic and economic factors that affect consumers willingness to buy and market local products online. For this purpose, a survey was conducted with 384 participants who made internet shopping in Kahramanmaraş between December 2019 and July 2020, and the data obtained were analyzed with descriptive statistics and a Chi-square test. As a result of the analysis, it was determined that the variables of age, education level, income level, food expenditure, e-commerce experience, credit card usage status, and researching before shopping were important in the willingness to buy local products online. It has been determined that the variables of gender, spousal working status, income level, monthly savings amount, purchasing local products, and making price comparisons are effective on the willingness to market local products online. Due to the significant benefits of local products in terms of contributing to both local and national economies, increasing employment opportunities, adding new functionality to entrepreneurial activities, and leaving an important legacy of cultural and sustainable food consumption to future generations, it is important to encourage the purchase and marketing of local products through the internet.

 Bu çalışmada tüketicilerin yöresel ürünleri online satın alma ve pazarlama isteklilikleri üzerinde etkili sosyo-demografik ve ekonomik faktörlerin belirlenmesi amaçlanmıştır. Bu amaç doğrultusunda, Kahramanmaraş ilinde 2019 Aralık-2020 Temmuz ayları arasında internet alışverişi yapan 384 katılımcı ile anket yapılmış olup, elde edilen veriler tanımlayıcı istatistikler ve Ki-kare testi ile analiz edilmiştir. Analiz sonucunda yöresel ürünleri online satın alma istekliliği üzerinde yaş, eğitim düzeyi, gelir düzeyi, gıda harcaması, e-ticaret deneyimi, kredi kartı kullanma durumu, alışveriş öncesi araştırma yapma durumu değişkenlerinin önemli olduğu saptanmıştır. Yöresel ürünlerin online pazarlamasını yapma istekliliği üzerinde ise cinsiyet, eş çalışma durumu, gelir düzeyi, aylık tasarruf miktarı, yöresel ürün satın alma durumu, fiyat kıyaslaması yapma durumu değişkenlerinin etkili olduğu tespit edilmiştir. Yöresel ürünlerin yerel ve genel ekonomiye katkısı, istihdam olanaklarını artırması, girişimcilik faaliyetlerine yeni bir fonksiyonellik katması, kültürel ve sürdürülebilir gıda tüketimi yönüyle gelecek nesillere miras bırakılması gibi önemli kazanımlara sahip olması nedeniyle internet üzerinden satın alımının ve pazarlamasının yapılmasının teşvik edilmesi gerekir.

Makale detayları

Factors Affecting Consumers' Willingness to Buy and Marketing Local Products Online

Yazarlar:

Seda Gürün | Emine İkikat Tümer

Yayıncı:

Siirt University

Dergi:

Türkiye Tarımsal Araştırmalar Dergisi Vol.10 Issue 1, pp.101-108

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287835

pISSN:

2148-2306

Local products

consumption

marketing

e-commerce

Kahramanmaraşyörsel ürünler

pazarlama

e-ticaret

Kahramanmaraş

tüketim

Sayı

Makale detayları

Yazarlar: Seda Gürün | Emine İkikat Tümer

Yayıncı: Siirt University

Dergi: Türkiye Tarımsal Araştırmalar Dergisi Vol.10 Issue 1, pp.101-108

Belge Tipi: Makale

Yayın Tarihi: 4/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001287835

pISSN: 2148-2306

Sayı

Yazarlar:

Seda Gürün | Emine İkikat Tümer

Yayıncı:

Siirt University

Dergi:

Türkiye Tarımsal Araştırmalar Dergisi Vol.10 Issue 1, pp.101-108

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001287835

pISSN:

2148-2306