İLBAN, Mehmet Oğuzhan Balıkesir Üniversitesi - Burhaniye Uygulamalı Bilimler Yüksekokulu, Turkey , AKKILIÇ, Mehmet Emin Balıkesir Üniversitesi - Burhaniye Uygulamalı Bilimler Yüksekokulu, Turkey , YILMAZ, Özer Balıkesir Üniversitesi - Gönen Meslek Yüksekokulu, Turkey

AN EMPIRICAL STUDY TOWARDS CONSUMERS’ BRAND PERCEPTIONS IN THE DECISION-MAKING PROCESS OF PURCHASING WHITE GOODS

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Nowadays, the intensive competition existing among the companies made it vitally important to affect the purchase behaviors of the consumers, therefore creating a unique product and present the difference of the product. This situation closely concerns the companies’ effort to create a brand. To determine the consumers’ focus point of a product, for sure, will contribute the companies’ effort. Therefore to determine the brand priority of the consumers will be very important both on the brand creation process and determining the target group according to the features of a product. For this aim, a survey was implemented in Bursa area to determine which aspects of the brand in the purchase of white goods (refrigerator, washing machine, dishwater, etc.) are taken into account. With the help of the data obtained from the survey. It was determined that the brand perception of the consumers who bought white goods can be gathered under various factors and these factors appear as basically prestige, quality, image and awareness. In addition, in this research, meaningful differences were found in brand perception according to demographic characteristics of the consumers.

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Consumer , Consumer Behaviour , Brand

Mustafa Kemal University Journal Of Graduate School Of Social Sciences

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