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Recently, the number of campaigns for bee products has been continuously increasing in the auditory and visual media, and efforts to influence consumers have been used as communication and advertising tools. The rapid change in technology today, and the demands and expectations changing in parallel with the increasing living standards lead to significant changes in consumer preferences. In this case, socio-economic, demographic, and psychological factors affect consumers' buying preferences. In this study, the factors that affect consumers' preferences in buying bees and bee products are examined through a literature review. In line with this purpose, the quality of the product, the brand value of the product, the place from where the product is obtained, advertising, packaging type, consumer satisfaction, and the preferred product type affect consumers' perceptions of bee and bee products. The findings of the study, which was conducted to determine the factors affecting consumers' buying preferences, reveal that the vast majority of consumers primarily consume honey and then turn to other bee products. In this study, it was found that consumers do not have sufficient information about bee products other than honey, and they do not benefit enough from these products. At this point, it is necessary to increase promotion and informative activities for bee products other than honey.

Consumer, Packaging, Advertising, Honey


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