Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine... more Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine the goods and services demanded. This paper is an initial and theoretical part of a research project which points out the effect of the culture on consumer behaviors in global markets and its importance on companies’ achievement. The next study following this paper will include Turkish and German consumers in an empirical context to analyze their market customs, values, perceptions, and consumption preferences. The importance of the subject was also stressed out by giving different cultural patterns from various countries and global companies which have failured because of ignoring cultural differences.
Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine... more Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine the goods and services demanded. This paper is an initial and theoretical part of a research project which points out the effect of the culture on consumer behaviors in global markets and its importance on companies’ achievement. The next study following this paper will include Turkish and German consumers in an empirical context to analyze their market customs, values, perceptions, and consumption preferences. The importance of the subject was also stressed out by giving different cultural patterns from various countries and global companies which have failured because of ignoring cultural differences.
This study investigates the reflections of „country-of-origin image‟ on consumers‟ brand equity. ... more This study investigates the reflections of „country-of-origin image‟ on consumers‟ brand equity. In this context, a research design was formed to measure the perceptions towards Turkish-originate brands BEKO in the sector of durable household appliances such as, refrigerator, laundry& dishwasher etc. Data was collected from 275 British consumers at several locations in the city Coventry in the UK through face to face interviews by using a structured questionnaire. The findings of the data were evaluated in terms of designing an international or global competitiveness. The findings reported in this study that evaluations about country image have an effect on the brand evaluation processes of consumers from various aspects
Arastirmada cep telefonu tercihinde marka sadakatini belirleyen faktorler ve bu faktorlerin sad... more Arastirmada cep telefonu tercihinde marka sadakatini belirleyen faktorler ve bu faktorlerin sadakat uzerindeki etkisi incelenmistir. Calisma Yuzuncu Yil Universitesi kampusunda toplam 859 ogrencinin katilimi ile gerceklestirilmistir. Calismanin hipotezleri regresyon analizi ile incelenmistir. Bulgular, marka imaji, marka bilinirligi ve markaya duyulan guvenin marka sadakatinin olusmasinda onemli bir etkiye sahip oldugunu gostermektedir. Markaya duyulan guven en onemli faktor olarak ortaya cikmistir.
Ozet: Bucalismanin amaci, universitelerde kalite kavraminin anlasilmasi ve gelistirilmesi yonunde... more Ozet: Bucalismanin amaci, universitelerde kalite kavraminin anlasilmasi ve gelistirilmesi yonundeki cabalara katki saglamaktir. Bu amacla Kafkas Universitesi Iktisadi ve Idari Bilimler Fakultesi ogrencilerinin ogretim elemanlarina yonelik akademik kalite beklentileri belirlenmeye calisilmistir. 700 ogrenci ile gerceklestirilen bu calismada ogrencilerin memnuniyet seviyeleri, ogretim elamanlarindan beklenilen kalite unsurlari ve bu unsurlarin onem dereceleri belirlenmeye calisilmistir. Calismada ogretim elemanlarinin akademik kalite boyutlarini aciklayan ve 28 adet ifadeyi iceren yedi boyutlu bir yapi olusmustur. Calismanin diger bir sonucu, ogrencilerin bazi ozelliklerine gore, ogretim elemani akademik kalite boyutlarina onem verme seviyesinde farkliliklar goruldugudur. Anahtar Kelimeler: Hizmet kalitesi, Yuksekogretim, Musteri Memnuniyeti Abstract: The purpose of this study to contribute in efforts made to understand and improve the quality concept in universities. For this aim, it...
Due to the more effective use of social media tools and the further advancement of the internet, ... more Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty. Participants of the study consisted of 390 students currently enrolled at Van Yuzuncu Yil University. The research model and hypothesis built for the purpose of the study were tested with structural equation modelling. Results of the analyses concluded that social media advertisement awareness has an impact on brand awareness, brand awareness has an impact on brand image, brand image has an impact on brand attitude and brand attitude has an impact on brand loyalty.
Gunumuzde yuksekogretim pazarini etkileyen en onemli faktorlerden biri kuresellesmesidir. Kuresel... more Gunumuzde yuksekogretim pazarini etkileyen en onemli faktorlerden biri kuresellesmesidir. Kuresel rekabet sadece ulusal duzeyde degil uluslararasi duzeyde de universiteler uzerinde onemli bir baski unsuru olusturmaktadir. Bu egitim pazarindan daha fazla ogrenci cekebilmek icir rekabet edebilirlik duzeylerini arttirmayi hedefleyen universiteler kalite calismalarina da hiz vermektedirler. Bu calismanin amaci daha kaliteli bir akademik kadro, daha bilgili bir ogrenci kitlesi ve daha basarili bir universite egitiminin gerceklestirilmesine katki saglamak amaciyla universite ogrencilerinin ogretim elemanlarindan beklentileri ve bu beklentilerin onem derecelerini belirlemeye yoneliktir. Bu amacla, Yuzuncu Yil Universitesi Iktisadi ve Idari Bilimler Fakultesi Iktisat Bolumu ogrencilerinin ogretim elemanlarina yonelik kalite beklentileri belirlenmeye calisilmistir. Calismada, ogrencilerin bir ogretim elamanindan bekledigi kalite unsurlarinin neler oldugu ve bu unsurlarin onem dereceleri ile ...
However the advantages provided by internet to businesses are clear, it still remains the matter ... more However the advantages provided by internet to businesses are clear, it still remains the matter of persuading consumers for virtual markets rather than physical/traditional frame. This context it can be stated that the success of virtual marketing is closely related to creating a persuasion process towards virtual stores. It should be focused on the possible factors consisting of the attitude towards online shopping in order to build an effective persuasion process. Because these factors can serve as fundamental constructs for the process. This study analyses the question on which factors virtual stores should emphasize to persuade consumers for virtual markets. The data were collected through a structured questionnaire from 219 individual consumers in "forum pages" of various websites. Hypotheses of this study were tested through factor and regression analyses.
Iktisadi Ve Idari Bilimler Fakultesi Dergisi, 2008
... en önemli faktörlerden birinin “öğretim elemanları” olduğu vurgulanmaktadır (Bulut, 1997; Ero... more ... en önemli faktörlerden birinin “öğretim elemanları” olduğu vurgulanmaktadır (Bulut, 1997; Eroğlu, 2002; Fiduas, 2006; Baykal vd, 2002; Tütüncü ve Doğan, 2003; Elliott ve Shin, 2002; Knight, 1994; Kelly, 1994; Pazarlıoğlu vd, 1999; Uzgören vd; 2007; Erdoğan ve Uşak, 2005). ...
... (e-posta: rsaydan@hotmail.com) Bora AÇAN (*) Reha SAYDAN (**) Atatürk Üniversitesi Sosyal Bil... more ... (e-posta: rsaydan@hotmail.com) Bora AÇAN (*) Reha SAYDAN (**) Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2009 13 (2): 225-253 Page 2. 226 / Bora AÇAN Reha SAYDAN Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2009 13 (2): 225-253 ...
Page 1. İŞLEVSEL BİR PAZARLAMA ARACI OLARAK YIKAMA VE BAKIM ETİKETLERİ (Kadın Tüketicilerin Bakım... more Page 1. İŞLEVSEL BİR PAZARLAMA ARACI OLARAK YIKAMA VE BAKIM ETİKETLERİ (Kadın Tüketicilerin Bakım Etiketi ve Sembollerini Algılama Davranışları) Reha SAYDAN(*) Hüseyin KANIBİR(**) Sima NART(***) Özet: Konfeksiyon ...
Bu çalışmanın amacı, akaryakıt pazarında işletmeler tarafından tüketicilerin satın alma davranışl... more Bu çalışmanın amacı, akaryakıt pazarında işletmeler tarafından tüketicilerin satın alma davranışlarını etkileyebilmek için geliştirilen çeşitli farklılaşma stratejilerinin, beklenen etkiyi sağlayıp sağlamadığını ortaya koymaktır. Bu doğrultuda, pazar faaliyetleri sürecinde farklılaşma ...
Marketing scholars and practitioners have questioned the relationship between marketing activitie... more Marketing scholars and practitioners have questioned the relationship between marketing activities and firm performance. However, the entrepreneurial vision as a background factor for marketing activities designed and implemented has not been linked to firm performance. By doing this, the authors investigate the relationship between the invisible and visible parts of market performance in the context of SMEs' international marketing process. The leading effort in this study is to explore the marketing capabilities as the antecedents of the performance in international markets, and also to understand the relationship between entrepreneurial vision of SMEs and their marketing capabilities. A research model developed by the authors is employed for empirical analyses based on 209 questionnaires from SMEs in manufacturing industry.
Global economic crises and recession periods radically change the nature of markets due to the sh... more Global economic crises and recession periods radically change the nature of markets due to the shifts in the behaviors of individuals and firms. Market players engaged in international trade have been affected unfavorably from the contraction in the volume of global trade. The purpose of this research is to investigate the impact of foreign policy of the State on firms' market performance in global or international marketplaces, considering three fully linked key constructs; awareness towards active foreign policy, awareness towards country/political image, and awareness towards new market/country opportunities. Thus this study examines the role of foreign policy in minimizing the negative effects of contraction in international trade for the country's firms. Specifically, a regression model was developed for hypothesized relations between the constructs of the study. An empirical research was conducted by using data from 374 Turkish SMEs engaged in international trade to test our conceptual model. The data were analyzed through t-test and regression analyzes. The study shows that active foreign policy of Turkey has a significant impact on market performances of Turkish firms in neighboring and peripheral countries. The findings of this study suggest that proactive and positive foreign policy towards other countries can be employed as an instrument to support market activities of the country's firms in international area. This is a signal for the possibility of synergy between foreign policy and international or global marketing performance.
One of the most Important consumer group and may be the most important one is women whose behavio... more One of the most Important consumer group and may be the most important one is women whose behaviors need to be analyzed in detailed according to shopping context. In addition to the active roles of women in society, the role of consumption activities and the use of budget for consumption is increasing day by day. The purpose of this study was to examine the efect of horoscopes on impulsive buying behavior of women consumer. A face-to-face interview survey is conducted to collect data and questioonnaire applied to 291 women. Findings indicate that there ara significant differences betwen horoscope groups impulse buying behaviour of women
The objective of this research is to exemine airline brand equity model from the customer's persp... more The objective of this research is to exemine airline brand equity model from the customer's perspective. For this purpose the relationship among dimensions of brand equity in the airline industry are investigated. Survey was undertaken in the UK at İnternational Birmingham Airport. Data was collected from 244 British passengers through face to face intervies by using a structured questionnaire.The results of this empirical study indicate that brand awaraness, brand image, percieved quality and brand loyalty are important components of customer-based brand equity. Keywords: Consumer based brand equity, Service quality, Airline industry HAVAYOLU ENDÜSTRİSİNDE MÜŞTERİ TEMELLİ MARKA DEĞERİNİN ÖLÇÜLMESİ: İNGİLTERE UYGULAMASI Öz Bu çalışmanın amacı tüketici temelli marka değerini havayolu endüstrisinde test etmektir. Bu amaç doğrultusunda marka değerine ait boyutlar havayolu endüstrisine uyarlanarak incelenmiştir. Araştırma İngiltere'nin uluslararası Birmingham hava alanında 244 İngiliz yolcu ile gerçekleştirilmiştir. Araştırmanın sonucu tüketici temelli marka değerini oluşturan marka bilinirliği, marka imajı, algılanan kalite ve marka bağlılığının marka değerini belirlemede önemli rol oynadığını ortaya koymaktadır Anahtar Kelimeler: Tüketici temelli marka değeri, hizmet kalitesi, havayolu endüstrisi *
The companies in the highly competitive market conditions focused on retaining the existing custo... more The companies in the highly competitive market conditions focused on retaining the existing customers and obtaining new loyal customers to be successful. For this reason the factors affecting brand loyalty and the key points about creating and developing loyal customers attracting the attention of marketers. This study determines the factors of brand loyalty preference convenience goods and also examined the impact of these factor on brand loyalty A survey was conducted by face-to-face interviews with 114 housewives. The hypotheses of the study were tested by regression, analyses. The findings indicate that perceived product quality is affecting brand loyalty through brand image and brand satisfaction
Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine... more Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine the goods and services demanded. This paper is an initial and theoretical part of a research project which points out the effect of the culture on consumer behaviors in global markets and its importance on companies’ achievement. The next study following this paper will include Turkish and German consumers in an empirical context to analyze their market customs, values, perceptions, and consumption preferences. The importance of the subject was also stressed out by giving different cultural patterns from various countries and global companies which have failured because of ignoring cultural differences.
Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine... more Global companies try to know the ways of meeting the ‘distinctive’ needs and wants that determine the goods and services demanded. This paper is an initial and theoretical part of a research project which points out the effect of the culture on consumer behaviors in global markets and its importance on companies’ achievement. The next study following this paper will include Turkish and German consumers in an empirical context to analyze their market customs, values, perceptions, and consumption preferences. The importance of the subject was also stressed out by giving different cultural patterns from various countries and global companies which have failured because of ignoring cultural differences.
This study investigates the reflections of „country-of-origin image‟ on consumers‟ brand equity. ... more This study investigates the reflections of „country-of-origin image‟ on consumers‟ brand equity. In this context, a research design was formed to measure the perceptions towards Turkish-originate brands BEKO in the sector of durable household appliances such as, refrigerator, laundry& dishwasher etc. Data was collected from 275 British consumers at several locations in the city Coventry in the UK through face to face interviews by using a structured questionnaire. The findings of the data were evaluated in terms of designing an international or global competitiveness. The findings reported in this study that evaluations about country image have an effect on the brand evaluation processes of consumers from various aspects
Arastirmada cep telefonu tercihinde marka sadakatini belirleyen faktorler ve bu faktorlerin sad... more Arastirmada cep telefonu tercihinde marka sadakatini belirleyen faktorler ve bu faktorlerin sadakat uzerindeki etkisi incelenmistir. Calisma Yuzuncu Yil Universitesi kampusunda toplam 859 ogrencinin katilimi ile gerceklestirilmistir. Calismanin hipotezleri regresyon analizi ile incelenmistir. Bulgular, marka imaji, marka bilinirligi ve markaya duyulan guvenin marka sadakatinin olusmasinda onemli bir etkiye sahip oldugunu gostermektedir. Markaya duyulan guven en onemli faktor olarak ortaya cikmistir.
Ozet: Bucalismanin amaci, universitelerde kalite kavraminin anlasilmasi ve gelistirilmesi yonunde... more Ozet: Bucalismanin amaci, universitelerde kalite kavraminin anlasilmasi ve gelistirilmesi yonundeki cabalara katki saglamaktir. Bu amacla Kafkas Universitesi Iktisadi ve Idari Bilimler Fakultesi ogrencilerinin ogretim elemanlarina yonelik akademik kalite beklentileri belirlenmeye calisilmistir. 700 ogrenci ile gerceklestirilen bu calismada ogrencilerin memnuniyet seviyeleri, ogretim elamanlarindan beklenilen kalite unsurlari ve bu unsurlarin onem dereceleri belirlenmeye calisilmistir. Calismada ogretim elemanlarinin akademik kalite boyutlarini aciklayan ve 28 adet ifadeyi iceren yedi boyutlu bir yapi olusmustur. Calismanin diger bir sonucu, ogrencilerin bazi ozelliklerine gore, ogretim elemani akademik kalite boyutlarina onem verme seviyesinde farkliliklar goruldugudur. Anahtar Kelimeler: Hizmet kalitesi, Yuksekogretim, Musteri Memnuniyeti Abstract: The purpose of this study to contribute in efforts made to understand and improve the quality concept in universities. For this aim, it...
Due to the more effective use of social media tools and the further advancement of the internet, ... more Due to the more effective use of social media tools and the further advancement of the internet, marketing efforts of brands have nowadays become more personal, fun, attractive and social. This study analyzes the impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty. Participants of the study consisted of 390 students currently enrolled at Van Yuzuncu Yil University. The research model and hypothesis built for the purpose of the study were tested with structural equation modelling. Results of the analyses concluded that social media advertisement awareness has an impact on brand awareness, brand awareness has an impact on brand image, brand image has an impact on brand attitude and brand attitude has an impact on brand loyalty.
Gunumuzde yuksekogretim pazarini etkileyen en onemli faktorlerden biri kuresellesmesidir. Kuresel... more Gunumuzde yuksekogretim pazarini etkileyen en onemli faktorlerden biri kuresellesmesidir. Kuresel rekabet sadece ulusal duzeyde degil uluslararasi duzeyde de universiteler uzerinde onemli bir baski unsuru olusturmaktadir. Bu egitim pazarindan daha fazla ogrenci cekebilmek icir rekabet edebilirlik duzeylerini arttirmayi hedefleyen universiteler kalite calismalarina da hiz vermektedirler. Bu calismanin amaci daha kaliteli bir akademik kadro, daha bilgili bir ogrenci kitlesi ve daha basarili bir universite egitiminin gerceklestirilmesine katki saglamak amaciyla universite ogrencilerinin ogretim elemanlarindan beklentileri ve bu beklentilerin onem derecelerini belirlemeye yoneliktir. Bu amacla, Yuzuncu Yil Universitesi Iktisadi ve Idari Bilimler Fakultesi Iktisat Bolumu ogrencilerinin ogretim elemanlarina yonelik kalite beklentileri belirlenmeye calisilmistir. Calismada, ogrencilerin bir ogretim elamanindan bekledigi kalite unsurlarinin neler oldugu ve bu unsurlarin onem dereceleri ile ...
However the advantages provided by internet to businesses are clear, it still remains the matter ... more However the advantages provided by internet to businesses are clear, it still remains the matter of persuading consumers for virtual markets rather than physical/traditional frame. This context it can be stated that the success of virtual marketing is closely related to creating a persuasion process towards virtual stores. It should be focused on the possible factors consisting of the attitude towards online shopping in order to build an effective persuasion process. Because these factors can serve as fundamental constructs for the process. This study analyses the question on which factors virtual stores should emphasize to persuade consumers for virtual markets. The data were collected through a structured questionnaire from 219 individual consumers in "forum pages" of various websites. Hypotheses of this study were tested through factor and regression analyses.
Iktisadi Ve Idari Bilimler Fakultesi Dergisi, 2008
... en önemli faktörlerden birinin “öğretim elemanları” olduğu vurgulanmaktadır (Bulut, 1997; Ero... more ... en önemli faktörlerden birinin “öğretim elemanları” olduğu vurgulanmaktadır (Bulut, 1997; Eroğlu, 2002; Fiduas, 2006; Baykal vd, 2002; Tütüncü ve Doğan, 2003; Elliott ve Shin, 2002; Knight, 1994; Kelly, 1994; Pazarlıoğlu vd, 1999; Uzgören vd; 2007; Erdoğan ve Uşak, 2005). ...
... (e-posta: rsaydan@hotmail.com) Bora AÇAN (*) Reha SAYDAN (**) Atatürk Üniversitesi Sosyal Bil... more ... (e-posta: rsaydan@hotmail.com) Bora AÇAN (*) Reha SAYDAN (**) Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2009 13 (2): 225-253 Page 2. 226 / Bora AÇAN Reha SAYDAN Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2009 13 (2): 225-253 ...
Page 1. İŞLEVSEL BİR PAZARLAMA ARACI OLARAK YIKAMA VE BAKIM ETİKETLERİ (Kadın Tüketicilerin Bakım... more Page 1. İŞLEVSEL BİR PAZARLAMA ARACI OLARAK YIKAMA VE BAKIM ETİKETLERİ (Kadın Tüketicilerin Bakım Etiketi ve Sembollerini Algılama Davranışları) Reha SAYDAN(*) Hüseyin KANIBİR(**) Sima NART(***) Özet: Konfeksiyon ...
Bu çalışmanın amacı, akaryakıt pazarında işletmeler tarafından tüketicilerin satın alma davranışl... more Bu çalışmanın amacı, akaryakıt pazarında işletmeler tarafından tüketicilerin satın alma davranışlarını etkileyebilmek için geliştirilen çeşitli farklılaşma stratejilerinin, beklenen etkiyi sağlayıp sağlamadığını ortaya koymaktır. Bu doğrultuda, pazar faaliyetleri sürecinde farklılaşma ...
Marketing scholars and practitioners have questioned the relationship between marketing activitie... more Marketing scholars and practitioners have questioned the relationship between marketing activities and firm performance. However, the entrepreneurial vision as a background factor for marketing activities designed and implemented has not been linked to firm performance. By doing this, the authors investigate the relationship between the invisible and visible parts of market performance in the context of SMEs' international marketing process. The leading effort in this study is to explore the marketing capabilities as the antecedents of the performance in international markets, and also to understand the relationship between entrepreneurial vision of SMEs and their marketing capabilities. A research model developed by the authors is employed for empirical analyses based on 209 questionnaires from SMEs in manufacturing industry.
Global economic crises and recession periods radically change the nature of markets due to the sh... more Global economic crises and recession periods radically change the nature of markets due to the shifts in the behaviors of individuals and firms. Market players engaged in international trade have been affected unfavorably from the contraction in the volume of global trade. The purpose of this research is to investigate the impact of foreign policy of the State on firms' market performance in global or international marketplaces, considering three fully linked key constructs; awareness towards active foreign policy, awareness towards country/political image, and awareness towards new market/country opportunities. Thus this study examines the role of foreign policy in minimizing the negative effects of contraction in international trade for the country's firms. Specifically, a regression model was developed for hypothesized relations between the constructs of the study. An empirical research was conducted by using data from 374 Turkish SMEs engaged in international trade to test our conceptual model. The data were analyzed through t-test and regression analyzes. The study shows that active foreign policy of Turkey has a significant impact on market performances of Turkish firms in neighboring and peripheral countries. The findings of this study suggest that proactive and positive foreign policy towards other countries can be employed as an instrument to support market activities of the country's firms in international area. This is a signal for the possibility of synergy between foreign policy and international or global marketing performance.
One of the most Important consumer group and may be the most important one is women whose behavio... more One of the most Important consumer group and may be the most important one is women whose behaviors need to be analyzed in detailed according to shopping context. In addition to the active roles of women in society, the role of consumption activities and the use of budget for consumption is increasing day by day. The purpose of this study was to examine the efect of horoscopes on impulsive buying behavior of women consumer. A face-to-face interview survey is conducted to collect data and questioonnaire applied to 291 women. Findings indicate that there ara significant differences betwen horoscope groups impulse buying behaviour of women
The objective of this research is to exemine airline brand equity model from the customer's persp... more The objective of this research is to exemine airline brand equity model from the customer's perspective. For this purpose the relationship among dimensions of brand equity in the airline industry are investigated. Survey was undertaken in the UK at İnternational Birmingham Airport. Data was collected from 244 British passengers through face to face intervies by using a structured questionnaire.The results of this empirical study indicate that brand awaraness, brand image, percieved quality and brand loyalty are important components of customer-based brand equity. Keywords: Consumer based brand equity, Service quality, Airline industry HAVAYOLU ENDÜSTRİSİNDE MÜŞTERİ TEMELLİ MARKA DEĞERİNİN ÖLÇÜLMESİ: İNGİLTERE UYGULAMASI Öz Bu çalışmanın amacı tüketici temelli marka değerini havayolu endüstrisinde test etmektir. Bu amaç doğrultusunda marka değerine ait boyutlar havayolu endüstrisine uyarlanarak incelenmiştir. Araştırma İngiltere'nin uluslararası Birmingham hava alanında 244 İngiliz yolcu ile gerçekleştirilmiştir. Araştırmanın sonucu tüketici temelli marka değerini oluşturan marka bilinirliği, marka imajı, algılanan kalite ve marka bağlılığının marka değerini belirlemede önemli rol oynadığını ortaya koymaktadır Anahtar Kelimeler: Tüketici temelli marka değeri, hizmet kalitesi, havayolu endüstrisi *
The companies in the highly competitive market conditions focused on retaining the existing custo... more The companies in the highly competitive market conditions focused on retaining the existing customers and obtaining new loyal customers to be successful. For this reason the factors affecting brand loyalty and the key points about creating and developing loyal customers attracting the attention of marketers. This study determines the factors of brand loyalty preference convenience goods and also examined the impact of these factor on brand loyalty A survey was conducted by face-to-face interviews with 114 housewives. The hypotheses of the study were tested by regression, analyses. The findings indicate that perceived product quality is affecting brand loyalty through brand image and brand satisfaction
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