Factors Affecting Food and Beverage Preferences of Young Consumers and A Research in Gaziantep Center

There are some values and criteria that shapes the consumption behaviors of people. These values and criteria are valid both in the general sense and in the choice of food and drinks. In this research, the criteria that young consumers consider while buying food and drinks has been detected and the relationship between these criteria and the consumer behavior towards fast food businesses ,which have an important place in terms of food and drinks, has been tried to be revealed. The questionnaire for this research was conducted on 394 young consumers. The findings of this research suggest that young consumers adopt pragmatic values while choosing food and drinks, they trust the fast food businesses but their dependence on them is low. It has also been detected that when the pragmatic value increases the satisfaction of food and drinks also increases. Another important finding is that young consumers living in Gaziantep, which is in the category of gastronomy in UNESCO cultural heritage list, adopt socio-cultural values less in their food and drink choices