Brand is one of the key factors determining the purchasing
behaviors of consumers. Creating a brand impact in the purchasing process is
profoundly important for both having superiority over competitors and reducing
marketing costs. In the study, a questionnaire study was conducted to measure
the brand effect in the purchasing process and 379 students attending Adiyaman
University were chosen as sample using random methods. Within the scope of the study, a questionnaire form consisting of two parts
was used as data collection tool. In the first part, the participants were
asked questions about demographics and in the second part, questions about
brands related with different product categories. According to the analysis
results; it is seen that the difference between average use and preference
rates in smartphones are higher than other product categories. Also,
significant proportional differences were detected between the brands used and
preferred in other product categories. This situation shows us that the brand
has an important contribution in the purchasing process. Besides, when the
effects of brand and price were examined according to the variable of gender in
the purchasing process; it was seen that there was no statistically significant
difference.
Primary Language | Turkish |
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Subjects | Business Administration |
Journal Section | Articles |
Authors | |
Publication Date | September 30, 2019 |
Published in Issue | Year 2019 Volume: 8 Issue: 3 |