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IIB Uluslararası Hakemli Akademik Sosyal Bilimler Dergisi

Yıl 2013 , Cilt , Sayı 11

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An applied example of the effect of tv commercials, a reason for turkish consumer’s preferance for organic product, on consumer perception

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Beykent University Lecturer in Department of Business Administration1
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This study was carried out with the purpose of determining the preferences of Turkish consumers for organic product. It was an applied research, and the questionnaire used in the application was previously proved to be reliable and used in different study. A total of (N=650) people participated in our research. Most of the participants are educated and have knowledge about organic agriculture. A two-part questionnaire composed of 54 items with 5 likert scale was directed to the participants. Most of the questionnaires were conveyed to the participants via a web system. Participants were randomly selected, and they weren’t asked any questions which include the credentials. The research took 7 months approximately. A total of 972 people were reached in this period, but only 650 of the returned questionnaires were found appropriate for the application. Data set acquired as a result of the conducted questionnaire were analyzed in PASW Statistic 18 (SPSS-Statistical Package for Social Sciences) package program. Reliability analysis, frequency tables, descriptive statistics, independent sample t test, one-way variance analysis, Tukey and Chi-square tests were utilized within the scope of analysis. Following the reliability analysis of the study, Cronbach’s alpha coefficient was found 0,913. This

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