Digital Marketing Opportunities in Cooperatives and Consumers’ Preference

Cooperatives and other businesses to e-commerce, beginning with the phenomenon of consumption has gained a new dimension to the concept of consumption and traditional coming to the breaking point, the size of online consumption has been exceeded. Cooperatives and consumers, branding and e-commerce to prefer cooperative economic development is important for their brand. Electronic trade, one of the key pillars of the new economy and its reflection on the commercial space; can be defined as electronically processing and transmitting numbered data of individuals and institutions in the form of text, audio, and images over on or off networks. With the development of technology, information technologies have also shown rapid development. It has taken its share of this development in E-commerce after the internet came into our lives and has grown rapidly. The e-commerce market continues to grow rapidly in our country as it does in the world. The most important factor in the rise of the e-commerce market in our country is the Covid-19 pandemic. Increased online spending through the Covid-19 pandemic has also impacted on e-commerce and digital ad investments. Due to changing consumer behavior, cooperatives' digital marketing opportunities and consumers' perspective on cooperative branded products constitute the main purpose of this study. Agricultural Credit Cooperatives from cooperative enterprises have made progress in marketing their products on digital platforms and their products are more affordable on most used digital platforms in Turkey compared to other products in the same segment, becoming more preferred by consumers and the awareness of Agricultural Credit Cooperative branded products has increased with digitalization. Women's cooperatives in digital marketing have recently begun to be supported by the Ministry of Commerce and digital sales platforms, and women's cooperative products have been offered for sale on e-commerce sites, enabling women to participate in social life and increase their economic power. In this study, the consumers in the province of Edirne, e-commerce, Cooperatives, Consumer Preferences, their products were investigated. In this context, the findings from the center of Edirne province were obtained from consumer surveys 130. In the study, t-test by conducting Cooperative Consumers prefer branded products to condition and tested the relationship between demographic variables from digital platforms. Using Anova analysis, the cooperative to prefer branded products with cases for age, education level, income, definition of the relationship between the cooperative and the status of knowledge tested.