Akademik Veri Yönetim Sistemi
Journal of gastronomy, hospitality and travel (Online), cilt.7, sa.2, ss.585-597, 2024 (Hakemli Dergi)
Chocolate is one of the most consumed products in daily life. This research aims to examine the effect of consumers' perceptions of chocolate brands on their purchasing behavior. For this purpose, a survey was administered to 399 people who consume chocolate. Explanatory and confirmatory factor analysis was applied to the collected data. Then, structural equation analysis was conducted to test the hypotheses in the research. According to the data obtained from the research, consumers' perceptions of chocolate brands have a significant and positive effect on purchasing behavior. In addition, the brand quality, price, brand image and brand awareness perceived by chocolate consumers and the chocolate sales environment also positively affect consumers' purchasing behavior. In line with these results, suggestions were made to companies.