Satın Alma Sürecinde Marka Bağımlılığı Üzerine Bir Araştırma: Adıyaman Üniversitesi Örneği

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.