Tüketicilerin Cep Telefonu Marka Bağlılığının Satın Alma Kararlarındaki Etkisi Üzerine Bir Araştırma

Abstract

The current competitive environment necessitates enterprises to take a tendency to better meet consumer expectations and desires. It is not possible for an operator to sustain the existence of an operator who is insufficient to meet the wishes and needs of the consumers. For this reason, an entity must maintain a permanent place in the consumer memory for its existence and profitability. The brand, which has become a subject of curiosity from the past to the present, is a concept which has an important place in the marketing literature. At the same time, the brand is a concept that creates attachment and value through its abstract qualities. This value of the brand is calculated, how it is calculated and the factors affecting this value is tried to be demonstrated by the studies in marketing field, so it is seen that this value is effective in the choice of a business brand of consumers. In this study, the effects of mobile phone brand loyalty on purchasing decisions of consumers were investigated. Within the scope of the study, mobile phone usage, problem, the importance of the problem, the purpose of the research and the research questions are mentioned. Then, in the second part of the study, detailed explanations of brand and brand loyalty concepts are given. In the third part of the study, behaviors affecting consumer purchasing decisions are discussed. In the fourth part of the study, explanations of the method applied within the scope of the research are included. In this section, the aim of the research, the data collection method and the model of the researcher are stated. In the fifth part of the study, the findings from the questionnaire evaluation conducted within the scope of the research were included. The study was finalized with the writing of the latest conclusion section.