The digitalization of food marketing and the financial impact of increasing competition on consumer behavior

Digitalization and online sales-ordering systems in our country have caused the food market to gradually change shape. One of the best examples of this can be shown as the fact that food products, which can actually find the last place for themselves in electronic commerce, have also taken their place on these shelves. This process has also been reflec-ted in consumer behavior and has caused producers to take positions such as shrinking packaging and turning more towards the end consumer. Since the places such as restau-rants and hotels where most of the businesses producing or supplying food products are closed, the way out for these businesses has been to reach the end consumer. Gradually realizing this, businesses have started transitioning from the business-to-business (B2B) model to the business-to-consumer (B2C) model and have chosen to use digital platforms. On digital platforms, certain elements affect the behaviour of consumers in the e-commerce marketing stages of businesses. For this reason, some factors affect consumers' purchases during the marketing phase of consumers. Producers need to apply the right marketing tactics by considering the consumer perspective. In the food marketing stages, consumers need to reach customers with certain mar-keting techniques, the aim of this research is to investigate what affects the behavior of customers in the marketing stages, how and through which channels and how marketing reaches consumers in the electronic age with the e-commerce era, and what should be considered