Evaluation of consumer perception on e-commerce marketing of agricultural products on the internet: Example of Samsun province

E-commerce is a rapidly developing marketing network in the world and Turkey. This growing market is providing a wide range of products to consumers. It also provides more profit advantage by providing direct marketing opportunity to the producer. In this research, consumer perception in e-commerce and internet marketing of agricultural products in Samsun was evaluated. Thus, 384 consumers were interviewed by simple random sampling method. The aim of the interviews is to measure consumers' knowledge about e-commerce and the sale of agricultural products. In addition, it was aimed to make proposals for the integration of agricultural products into e-commerce. Descriptive statistics such as frequency distribution, percentage and arithmetic mean were used in the evaluation of the obtained data and t-test was used for the analysis of the parametric data. According to findings; socio-economic and demographic characteristics of the participants, internet usage status, online shopping status, agricultural shopping status of the subjects and e-commerce status of agricultural products were determined. The mean age of the participants was 32.58 and the majority of the participants (52.3%) were male. The average duration of internet use was 10 years. t was found that the majority of the subjects (92%) went online every day and 24% of them used internet for 2 to 3 hours. 86.5% of people know that they know how to shop online. However, it was found that 79% shopped on the internet. 79% of the people shop on the internet, while only 9% shop on the internet for agricultural products. Consumers' trust should be gained in order to market agricultural products through e-commerce. Promotion of e-commerce of agricultural products should be promoted.