The relationship of geographical indication products withcity branding and the reference price payment status ofthe consumer

The aim of this study is to conduct a field study to determine the relationship of products that have or may be registered as geographical indications with city branding, which is the main theme of the thesis. In the study, consumers were asked to measure their behavior towards geographical indication labeled products and their views on the consumer's approach to the reference price or higher price of the product with geographical indication label. In addition, it is aimed to find a positive or negative relationship between the participants' knowledge of a place or region and the geographical location of that region and the preference of the product belonging to that region. For this analysis, two separate sample groups from Antalya and Ankara provinces to be conducted at separate times, with a total of 308 persons, 152 of whom are females, 156 of which are males, aged between 16-76, namely known (Ayvalık) and unknown (Evciler) districts with the same content. Using as a scenario, a scale was carried out. The data obtained were uploaded to the SPSS 21 package program, firstly, after the reliability test for the scale; Regression Analysis, Hierarchical Regression Analysis and Categorical Regression Analysis were performed on the data. According to the results, it has been understood that the taste of the product mainly affects the price, and among the consumers who know the meaning of the geographical indication label and do not know, the attitudes towards the product vary according to the status of the districts. Recommendations are offered for researchers and practitioners.