Analysis of Customer Expectations after the Recession: Case of Food Sector

Abstract The main object of this paper was analyzing consumer expectation of food sector after the 2008 world economic crisis. Consumer expectations were evaluate using the theory of reasoned behavior. Consumer attitude towards particular food products were analyzed with respect to product features, effect of the reference group, past behavior and behavioral intention variables. Variables which influencing consumers’ purchase intention test with GLM model. Original data of the study collected from three provinces, in Istanbul, Ankara and Izmir, from 417 face to face interviews with consumers. The research model for the study indicate that respondent's attitude toward the particular food product had influence on their purchase intention. With other variables in the model, price was not statistically significant as a determinant of purchase intention. After the 2008 global economic crisis, surveys on food shopping behavior indicates consumer tend to decrease food expenditure, prefer cheaper brands and cheaper retailers. In contrast, our research outcomes show that consumer attitudes turn to normal as before 2008.