Investigating consumers' brand value perceptions about geographical marked agricultural products according to their demographical characteristics: A research in Istanbul

In this thesis study, it is aimed to investigate brand value perceptions of consumers according to their demographical characteristics. Sample group consists of individuals who live in Istanbul, have required information about geographically marked agricultural products, and have experienced with geographically marked agricultural products at least one time. Within this scope, an online survey was conducted with a sample group consisting of 216 individuals who live in Istanbul, have required information about geographically marked agricultural products and have experienced geographically marked agricultural products at least one time. The survey was made on participants between 5th of September 2022 and 30th of November 2022. Quantitative research technique was used in the study. In survey questionnaire, there are 6 questions for demographical profile of participants, and Brand Value Scale developed by Aaker (1996) and revised by Yoo and Dunthu (2001) with 14 statements. For data analysis, SPSS-22 program was used. As the results of the research, brand value perceptions of participants are positive and slightly higher than average level. Moreover, brand value perceptions of participants are partially and significantly different according to age group and education level However, there is no significant difference in brand value perceptions of participants according to gender, marital status, monthly income level and working situation.