Purpose - Not all firms are able to completely eliminate the risk arising out of the crisis. Success hides in the ability to perceive the market expectations accurately and take correct decisions. This study aims to analyze the firms’ decisions at gross-root level.
Research Design, Data, and Methodology - Primary data is obtained with the help of specially designed questionnaires from the agriproducts export firms that are members of export union of Turkey. The study is based on four theoretical structures: general planned behavior theory model, perception-leading behavior control and subjective norm model, perceived-behavioralcontrol leading perception and subjective norm models, and perceptions and subjective norms leading behavior control model. Structural Equation Models (SEM) is used to conduct the empirical analysis.
Results - The findings show perceptions and subjective norms leading behavior control model as the best one, concluding that the environmental pressures and positive perceptions have significant effect on the strategic decisions of the agriproducts export firms.
Conclusion - Policy tools like creating positive perception in the markets, providing sufficient information and financial support to the firms and increasing market competition can be used effectively to achieve the said objective.

• Gokhan Cinar(Assistant Professor, Department of Agriculture Economics, Adnan Menderes University, Aydın, Turkey)
• Ferruh Isin(Full Professor, Department of Agriculture Economics, Ege University,Izmir, Turkey)
• Adnan Hushmat(Research Assistant, College of Business, Antalya International University, Antalya, Turkey)