Consumer Expectations For “Adnan Menderes University (ADU) Agricultural Faculty” Branded Food Products

The main aim of this study is to reveal the consumers’ who live in Ayd？n Province expectations about food products carry Adnan Menderes University (ADU) Agricultural Faculty brand. In addition to this, it is aimed to determine the willingness to pay an extra fee to the food products of the ADU Agricultural Faculty as a local brand compared to other products. Within the scope of the study, face-to-face surveys were conducted with 133 consumers doing market shopping in Efeler district in Ayd？n Province. Consumers were classified based on their preference for food product purchasing behaviors. The factor analysis for this classification was used, and the k-means clustering analysis was used to determine to which class the consumers belonged. Willingness to pay extra for these products were determined by the conditional evaluation method and the factors affecting the willingness to pay were determined by logistic regression. According to findings, consumers who participated in the survey were classified as "health consumer"; "budget consumer" and "brand consumer". Consumers are willing to pay more fees by 11.62% compared to other products on the market for these products. This attitude can be influenced by store features, product presentation, local product image, individual's income and age