مرکز منطقه ای اطلاع رساني علوم و فناوري - THE ANALYSIS OF CONSUMER BEHAVIOURS AFFECTING THE PREFERENCE OF PESTICIDES USED IN WHEAT PRODUCTION

Abstract :

The aim of this study was to analyze the consumer behaviours by using factor analysis method through grouping the behaviours affecting the preference of pesticides used in wheat production. The relationships among behaviours were analyzed by using basic components factor analysis method, which has widely usage. According to the results of the analysis, the consumer behaviours affecting the preference of pesticides used in wheat production were grouped as the quality preference, the preference of product with environmental consciousness, the brand loyalty, new product preference, the product preference according to packaging, and the product preference by searching from internet. When the variables in the first factor group (the quality preference), which was the variant explanation rate was the highest, were examined together, it was observed that the wheat producers thought that the pesticides usage affects positively the productivity and the product quality, consequently the profit. This situation caused to direct them to the qualified products intensively. The variant explanation rate of the second factor group (the preference of product with environment conscious) was lower than the first group. This indicates that the product quality and the profit had more effect on the preference of pesticides used in wheat production than the conscious of environment. The important effect of quality preference on the preference of pesticides used in wheat production shows that the firms operating in the market should make a point of branding. The preference of product with environment conscious shows that the policies to be developed by the public authority on “announcing of that using pesticides unconsciously has the negative effect on environment, human and animal health” will cause a decreasing effect on pesticides using.