Brand in agricultural products purchase a research on the effect of behavior: Example kiwi

The aim of this study is to analyze the significant points in consumers' buying branded or bulky kiwifruits and to analyze impact of demographical features on buying behaviours. In addition to this, the aim is also to determine whether there is a difference between brand values belonging to known kiwifruit brand and hypothetical kiwifruit brand or not. The research was carried out in two steps, and 417 usable surveys were acquired after the research. In the research, gradual sampling methood was used. Some of the consumers living in central district of Rize had kiwifruit gardens and they didn't prefer to buy kiwifruit, so this made the survey confined. After the research, it was determined that demographical features of consumers have generally impact on buying behaviours and brand, brand value determiners have generally impact on consumers' buying choices. This research may be beneficial in the regions where kiwifruit is cultivated.