Evaluation of the effect of consumer decision making styles on geographically indicated product and national branded product preferences

Geographical indication is the attribution of products that have a certain identity over the years to their origins. It plays an important role in transferring the local flavors that have survived to the present day by developing with the knowledge of geographical indications to future generations. National branded products, on the other hand, refer to the products of well-known brands that have become famous throughout the country. Consumers' perspectives on geographically marked products and national branded products are very important in their decision-making and selection, which are effective in their purchasing decisions. In this study, it is aimed to evaluate the effect of consumers' purchasing decision styles on geographical indication product and national branded product preferences with TOPSIS method, which is one of the multi-criteria decision making methods. The data used in the study were applied to geographical indication and national brand consumers who have completed the age of 18 in Kayseri, Yozgat and Kırşehir using face-to-face survey method. A total of 391 consumers participated in the study. As a result of the study, the expression of high quality of geographically indicated products and national branded products under the perfectionism criterion is in the first place for two product types. The last criterias evaluated as a result of the analysis are the expressions "being bored of using geographically marked products" under the search for changes in shopping criteria; and the expression "the most suitable product offering of stylish stores and shops where national branded products are sold" evaluated under the brand awareness criterion. In addition, according to the results of multiple regression analysis, the criterion of perfectionism is in the first place in the scale of purchasing styles for geographically indicated products; while the criterion of brand loyalty is in the last place. In the scale of purchasing styles for national branded products, the criterion of brand awareness is found the first place, while the criterion of seeking change in shopping is in the last place.