A Study on Consumers' Knowledge of Distinguishing Natural and Organic Honey
DOI:
https://doi.org/10.24925/turjaf.v13i3.545-552.7182Keywords:
Marketing, Consumer research, Organic food, Consumer perception, Natural food, Marketing techniquesAbstract
In today's marketing processes, knowing what consumers want plays an active role in shaping the products businesses offer and gaining a competitive advantage. This study aims to obtain a guiding result for companies in this sector by questioning the knowledge levels of consumers regarding honey products. The study aims to reveal the uncertainties in consumer perception between natural and organic honey and examine this distinction's impact on purchasing decisions. The research seeks to create more informed consumer preferences in the honey market and to show the contributions of positioning the product correctly in the minds of consumers. In this study, content analysis was conducted to determine the responses of 117 participants to the statement, “There is a difference between natural honey and organic honey, and I have information about what this difference is.” After the analysis, the study is shaped by dividing consumers into four categories according to their level of knowledge about honey. The qualitative research aims to obtain comprehensive information on the participants' awareness of natural and organic honey. The study results show that the concepts of natural and organic honey can be confused by consumers, and the difference between these two products cannot be fully conveyed. This result shows that organic honey businesses and regulatory organizations should inform consumers more accurately and clearly through marketing communication efforts in marketing their products. In the study, recommendations are presented to consumers and businesses based on the results of the qualitative analysis, and the methods that companies should apply to overcome the deficiencies in consumer perception of the distinction between natural and organic honey are included.
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