Citrus producers' purchasing behaviors of plant nutrition products and the effect of social media on these behaviors: the example of adana province

The aim of this study is to determine what are the consumer behaviors of citrus producers in Adana province when choosing plant nutrition products and whether social media, a digital marketing method, has an impact on these behaviors. In recent years, the field of marketing has witnessed many developments in our country as it has been experienced all over the world. The changing consumer profile has greatly affected purchasing behaviors and habits. As a result, it has been inevitable to develop new marketing strategies. However, instead of the traditional marketing approach, the modern marketing approach consisting of strategies determined according to the demands and needs of consumers has dominated the market. This study was conducted by face-to-face survey method with citrus producers in Adana province. As a result of the study, it was revealed that social media has an effect on the preference of plant nutrition products. Keywords: Adana, Citrus producers, Purchasing behavior