MEASURING THE CONSUMPTION TRENDS OF VALUES AND CONSIDERATIONS OF PRODUCING CONSUMER (PROSUMER) IN FOOD AND BEVERAGE SECTOR BY VALUES, ATTITUDES, AND LIFESTYLES SYSTEM SCALE (VALS-2) THE SAMPLE OF BALIKESİR PROVINCE

Purpose: With the impact of globalization, the world is rapidly changing, and this change is also changing the lifestyles, perceptions, consumption habits, and, of course, the needs and desires of individuals. The concept of marketing is renewing, developing and constantly reforming according to the conditions of the changing age. The aim of this study is to discuss the concept of Prosumer, which is a new concept in literature, and to relate consumption trends in the food and beverage sector to the demographic factors and lifestyles of the new generation consumers. Design / methodology / approach: In the study, the consumption tendencies of producing consumers who produce in the food and beverage sector have been tried to be measured by values ​​and lifestyle system scale (VALS 2). It has been tried to determine whether the producing consumers are present on the basis of the selected sample, demographical features and lifestyles, whether they are related to producing consumer consumption tendency or not. Findings: As a result of the analyzes carried out, it is concluded that the demographics have not a significant influence on life styles and producing consumer consumption trends; the lifestyle has not a significant influence on the consumer consumption tendency producing, and the producing consumer trend exist in the research universe. Originality/value: It is thought that the study carried out is important at this point both in providing an awareness in the food and beverage sector and in contributing to the literature about a new concept of producing consumers.   Keywords: Producing-consumer, Prosumer, Marketing, VALS2, Consumption Tendency, Food and Beverage Secto