The Marketing Factors That Effect Buying Behavior of Convenience Food: A Research in I?d?r

The purpose of research is to analyze the marketing factors effect the consumers who buy convenience food in supermarkets in I?d?r. In addition to this, it is analyzed that the expected benefits from buying behavior of convenience food in functional or hedonist base. The research is designed as descriptive and empirical. Data was collected from 480 questionnaires using convenience sampling. According to the findings, it appears that the marketing mix elements effect the consumer buying behaviors are in order of importance; product-place, price, promotion-place combinations. When consumers buy convenience food they behave more functional than hedonistic and functionalists give more importance to marketing mix elements than hedonists. In conclusion, some suggestions are offered to food retailers.