The problems experienced in accessing adequate and safe food in the world have revealed the importance ofprotecting domestic production and being self-sufficient in terms of agricultural products. This has increased theimportance of the policies to be developed for all stakeholders, especially consumers, on agricultural products. In thiscontext, many countries have started to take legal measures primarily related to the production, processing and trade ofagricultural products. The purpose of this study is to reveal the socio-economic factors that affect the characteristicsconsumers pay attention to when purchasing agricultural products and the preference to purchase domestic agriculturalproducts. The material of the research consists of surveys with 384 consumers living in the urban area of Samsun andeffective in purchasing agricultural products. According to the research results, four important features that consumers payattention to when buying agricultural products; the expiration date, taste/flavor, production date, and the healthy of theproduct respectively. Upon the preference of the consumer to purchase domestic agricultural products, the number ofhouseholds to be married and the number of households had positive effect; however, age, education, income andexperience abroad had negative effect. Considering the factors affecting the preference of consumers to purchase domesticagricultural products, the marketing strategies to be created will contribute to the conversion of the target group determinedby the companies to the customer portfolio.