Author(s): Aytekin FIRAT, Zeki At?l BULUT, Ali Naci KARABULUT

In the supermarket environment which is a great part of household’s nondurable goods shopping occurs, there are many various determinants which are effecting to the consumer’s purchasing decisions. In this study, determinants of consumer purchasing decision in “beverage products preferences” inside of food products which are the supermarkets’ primitive sphere of activity have been specified and consumer’s response level from these determinants depending on their demographic variables have been questioned. According to the findings of the research it is concluded that consumer’s evaluation criteria at beverage products purchasing decisions are not standardized or any criterion is not effecting the any consumer at the same level. In other words, evaluation criteria of consumers in beverage products purchasing decisions are differing subject to the demographic variables which they have. Thus, trying different ways to lead consumer choices or making brand positioning for the firms in bevarage business would be profitable.


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