The impact of dessert names in Turkish cuisine on consumer preferences: A study on students receiving education in gastronomy and culinary arts

This study aims to investigate the influence of dessert name in Turkish cuisine on consumer preferences. Dessert name constitute a significant factor affecting consumers' taste expectations, appeal, and purchase intentions. Grounded in the premise that individuals receiving gastronomy and culinary education may exhibit greater awareness and selectivity in this regard, the study population comprises students enrolled in relevant academic programs. A quantitative research method was employed to assess the impact of dessert name on consumers, with data collected through a survey technique administered to a total of four hundred and fifty-three participants. The survey instrument included demographic information, dessert consumption habits, and scales designed to measure the effect of name on dessert preferences. The core hypothesis of the study posits that the allure and associations evoked by dessert name may play a pivotal role in shaping the preferences of individuals with gastronomy education. Participants' perceptions of traditional versus modern dessert name were compared, and the effects of diverse naming strategies on consumer decision-making processes were analyzed. Statistical methods, including factor analysis, hypothesis testing, descriptive statistics, reliability analysis, and variance analysis, were utilized to examine the relationships among variables. The findings reveal that dessert name transcend mere labels, triggering specific associations in consumers' minds and directly influencing their preferences. Notably, dessert name imbued with nostalgic and traditional connotations were perceived as warmer and more sincere, while modern and innovative name sparked curiosity, thereby increasing the inclination to try them. The results offer significant insights for the fields of gastronomy and marketing, providing a guiding framework for dessert producers and restaurant operators in developing effective naming strategies.