Marka Değeri Alt Boyutları Çerçevesinde Tüketici Satın Alma Davranışları: Bir Uygulama

Abstract

The brand phenomenon, which businesses use to differentiate their products and services from their competitors in the market, has been on the agenda of marketing researchers in recent years with concepts such as brand value, brand loyalty, brand awareness, brand trust. The concept of consumer-based brand value has been defined in the literature with four sub-dimensions: brand loyalty, perceived quality, brand awareness and brand associations. It is also known that the brand is one of the most important factors that affect the purchasing behavior of the consumer. Brand value and purchasing behaviors of consumer have been the subject of this study within the framework of the cosmetics sector, which has become an increasingly important item in the economies of countries. In this context, female consumers, who are leading in the consumption of cosmetic products, were chosen as the target group of the study. Antalya, one of our big cities with a wide demographic range, has been the preferred region for the study. In this context, face-to-face interviews were conducted with 425 female consumers in front of four big shopping malls in Antalya, and it was seen that 400 of them were suitable for evaluation. In the study, the consumption habits of the participants regarding cosmetic products, their attitudes and perceptions towards the sub-dimensions of brand value, and their changes according to demographic variables were examined.