Analysis of fresh fruit and vegetable purchasing behavior between different socio-economic status groups: The case of Edirne

In this study, it was aimed to determine the vegetable and fruit purchasing and consumption behaviors of individuals with different social status living in Edirne center. Accordingly, descriptive survey model was used in the research. The population of the study consists of individuals over the age of 18 living in the city center of Edirne. The sample size of the study was determined as 400 individuals. Individuals were taken from the neighborhoods in the city center of Edirne at the rate of representative of the sample. distributed proportionally to the number of households. A questionnaire was applied to the individual at the representation rate of the neighborhoods. Questionnaire was used as data collection tool in the study. SPSS 20 statistical program was used to analyze the data of the study. Demographic characteristics, fruit and vegetable shopping habits, decision-making habits in fruit and vegetable shopping, and status groups of the individuals included in the study were shown with frequency and percentage. The average and standard deviation values were used to show the attitudes and behaviors of the individuals involved in the study about consumer marketing communication tools and the important issues in fruit and vegetable shopping. In the study, one-way analysis of variance was used to examine the differences in the annual fruit and vegetable consumption and TL-based expenditures of the individuals according to the status group. Chi-square analysis was used to examine the differentiation of the place preferences of the individuals involved in the study, where they shop fruit and vegetables, according to their social status groups. In the analysis of the data in the study, 95% confidence level was taken as a reference. As a result, when the annual fruit-vegetable consumption and fruit-vegetable expenditures of the participants in the study are examined, it is determined that the A and B status groups have higher consumption and expenditure in the other status groups. In addition, in C2, D and E status groups of individuals in C1 status group; Among the individuals in the C2 status group, among the individuals in the D and E status group; Individuals in the D status group were determined to have more annual fruit and vegetable consumption and expenditure than those in the E status group. Key words: Consumer preferences, Customer, Consumption, Chi-square analysis