Elektrikli Küçük Ev Aletleri Sektöründe Markanın Tüketici Tercihlerindeki Rolü Ve Tüketici Karar Sürecinde Marka Bağlılığı
The Role of Brand on Consumer Choice in Household Electrical Appliances Industry and Brand Loyalty on Consumer Decision Process

Summary/Abstract: Purpose – Aim of the study is to analyse the relationship of the variables; brand awareness, brand loyalty and consumer buying preferences which were illustrated by combining brand loyalty and brand usage variables in household electrical appliances industry; brand loyalty; and socio-economic status, demography, brand awareness, brand usage, brand choice, brand information resource, general and individual brand attitude. The second aim of the study is demonstrated as to bring out consumer behaviours on brand awareness, brand usage, brand choice, brand information resources, brand attitude and image dimensions in industry Design/methodology/approach – The hypothesis related with brand awareness, brand choice, brand loyalty, brand information resources and brand image dimensions are tested by chi-square analysis, t-test, ANOVA and f-test. Sales place-perceived quality relationship, brand awareness levels measurement and brand personality are analysed by frequencies directly. Brand personality is also presented virtually. The AHP is used to determine attendees’ SES level. Findings – Findings represent that perceived brand images and its relationship with demographics situation, brand loyalty and brand choice relationships, variables that affect brand choice, the roles of demographic structure on product choice, brand awareness and brand personality, relationship between sales points and perceived quality based on examined brands in sector.

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