The effect of consumer innovation in the agricultural sector on brand loyalty: Research in a private sector

Objective: In this study, the effect of consumer innovation on brand loyalty in agricultural sector has been studied. Method: A research question has been put forward to examine the relationship between consumer innovation and brand loyalty. Afterwards, the effect of consumer innovation on brand loyalty was tested by statistical analysis. The survey was applied to 206 farmers participating in the national agriculture fair in Konya. The results were analyzed by using Spss 25 package program. Results: A statistically significant and positive relationship was found between the perception of consumer innovation and brand loyalty. In addition, as a result of the regression analysis, it was concluded that consumer innovation is a predictor of brand loyalty. Conclusion: It has been shown that the increase in consumer innovation of farmers, who are tractor users in the agricultural sector, causes an increase in the perception of brand loyalty. It is thought that the innovative attitude will significantly increase the loyalty to the brand. Key Words: Consumer Innovation, Brand Loyalty, Agricultural Sector, Tractor Users.