International Journal of Commerce and Management Research 177 International Journal of Commerce and Management Research ISSN: 2455-1627, Impact Factor: RJIF 5.22 www.managejournal.com Volume 3; Issue 6; June 2017; Page No. 177-183 Fallacies and behaviors of Lebanese consumers towards marketing of honey 1 Dr. K Addam, 2 F Rifai, 3 H Naous, 4 S Matraji, 5 Dr. B Mezher 1 Head, Integrative and Environmental Research Center, AUL, Beirut, Lebanon 2, 3, 4 Integrative Research and Environmental Center, AUL, Beirut, Lebanon 5 Chairman, Hospitality, Tourism & Event Management Department, AUL, Beirut, Lebanon Abstract The study evaluates and investigates the Lebanese people’s definition of authentic honey. It also focuses on their misconceptions and behaviors towards the marketing of honey in Lebanon. The study scrutinizes the Lebanese people's knowledge and perception of honey consumption and marketing in identifying the attributes of ideal honey and the chief factors affecting the consumers purchasing habits. The study is conducted using a quantitative questionnaire, which is asked for a sample of 1254 honey consumers from various areas in Lebanon. The most noteworthy findings are: about 58% of the participants check if their honey is adulterated or not; 75% of the participants don’t trust honey labels claiming that it is 100% natural; and 40% purchase their honey direc tly from beekeepers. Keywords: honey, consumer behavior, marketing, adulteration and Lebanon 1. Introduction One of the oldest nutriments that has been marketed and used for millenniums in natural remedies, beauty products, foods and drinks is honey [1] . It consists mainly of complex carbohydrates that are directly linked to the diverse floral sources [2] . Studies assert that daily consumption of pure raw honey improves blood antioxidant levels, provides energy, and heals effectively. Studies also show that honey is an antiseptic and emollient that soothes and externally encourages the growth of new skin [3-6] . During early times people had very limited sources of sweeteners that impelled them to use honey [7] . We conjecture that these miscellaneous uses influenced its market anciently. In the contemporaneous days, multitudinous changes occur in honey production and marketing due the growing demand of this liquid gold elixir [8] . The continual rise in honey demand attributed to its therapeutic and medicinal properties boosts its production. Furthermore, the importing/exporting factor stimulates its international market expansion. All of these influences, in addition to the new academic researches that focus on the chemical analysis and nutritional composition of honey result in a positive and negative (adulteration) effect on its market [9] . The low supply of honey triggers the elevation of honey adulteration, pasteurization and de-crystallization to cover its high demand and extended market. Moreover, it escalates the producers’ profits by creating the customer needs regardless of the quality characteristics the honey loses [10 11] . Nevertheless, most honey consumers suffer from misconceptions about this matter, which initiate the fallacies and delusions the honey consumers currently pertain [12] . These misconceptions ensue incorrect honey purchasing habits; the latter led the honey producers to divide their market according to the consumer behavior, knowledge and perceptions [13] . The international honey production augmented to cover the market needs; for instance, in 2013, about 1.66 million metric tons of honey was produced all over the world [9] . The chief producers of this global commodity in 2015 were respectively: China (505000 tons), Turkey (88,162 tons), Argentina (75,500 tons), and others. Seeking and pursuing the best marketing strategies by these countries aid in expanding their honey market share locally and internationally, while being thoughtful about the consumers’ behavior as the most important factor [14-16] . All of the aforementioned honey aspects directly trigger the honey marketing which has always been an ancient art. The American Marketing Association expounds that marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [17] Lots of studies look at the marketing of honey from the point of views related to its consumers’ behaviors. These behaviors encompass the processes of individuals, groups, or organizational activities when searching, selecting, purchasing, using, evaluating, and disposing of products and services that can satisfy their needs and desires. Studying and analyzing these activities can facilitate and enhance the marketing of honey due to their impact on other consumers and societies [18, 19] . Several fundamental factors are linked together as an involved chain for accomplishing successful honey marketing: production, consumption, consumer behavior and a well-established relationship marketing to pertain the consumer. Relationship marketing is a powerful asset for the consumer behavior analysis since it is a process of attracting, maintaining, and enhancing relationships with key individuals over time. Relationship marketing has a keen interest in the discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.