A CASE STUDY ON DETERMINING CONSUMER PREFERENCES FOR ROSE PRODUCTS CONSUMPTION

Year 2024, Volume: 1 Issue: 1, 26 - 35, 01.01.2025

Merve Mürüvvet Dağ

Abstract

Rosa damascena Mill., commonly known as the Isparta rose, is a product of economic value in the perfume, cosmetics, pharmaceutical, and food industries due to its distinctive fragrance. Rose products are not consumed directly but are offered for consumption in the form of processed value-added products such as rose oil and various derivatives. The consumption of rose products, which serve as a significant source of income for the economy of Isparta province, and the factors influencing this consumption are of great importance for the development of the sector. This study aims to identify the consumption patterns and preferences of consumers regarding rose products in Isparta, the production hub of roses and rose-based products. The data for this research were obtained through a survey conducted with 272 consumers residing in Isparta. According to the findings, the most commonly consumed rose products are Turkish delight with rose, rose water, jam, soap, cream, and cologne, whereas products such as syrup, vinegar, rose oil, room fresheners, and fresh roses are less preferred. Among daily consumed items, soap and rose water stand out, while products like rose oil are used less frequently. Key factors influencing consumers' preferences for rose products include quality, brand recognition, and natural ingredients, whereas the impact of promotions and sales campaigns was found to be limited. However, high prices of rose products and inadequate product knowledge of sales personnels were identified as significant issues in the sector.

Keywords

Rose products, Consumer preferences, Isparta, Geographical indication products

Thanks

The authors thank the Scientific and Technological Research Council of Türkiye (TÜBİTAK BİDEB – 2209) for financial support.

References

• Isparta University of Applied Science, Isparta, Türkiye