The effect of consumers' local product perceptions on purchasing intention: The example of Erzurum province

The aim of this study is to measure the effect of consumers' quality, risk and value perceptions of local food products on their purchase intention in Erzurum province. Another purpose of the study is to measure the effect of consumers' age, income and gender differences on purchasing intention. Consumers participating in the research were included in the sample by simple random sampling method. Face-to-face survey method was used as the data collection method. SPSS package program was used to analyze the research data. The data obtained within the scope of the research were analyzed using standard deviation, arithmetic mean, reliability test, normality test, anova test, correlation analysis, t-test and regression analysis methods. According to the findings obtained from the regression analysis, it was concluded that perceived risk, value and quality had a positive impact on purchase intention. According to the t￾test and anova test findings, it was concluded that the gender variable had a significant effect on the purchase intention, while the age and income variables did not have a significant effect on the purchase intention. In line with the findings obtained from the study, suggestions were made to the marketing sector, local food consumers and marketing researchers