The Effect of Brand Name on Consumer Buying Behavior: Empirical Study on Somali Students in Istanbul

Fuad Ali Bulle and Prof. Dr. Özgür Çengel
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Fuad Ali Bulle: Master Student, Faculty Social Science, Department of Business Administration, Istanbul Commerce University, Istanbul, Turkey
Prof. Dr. Özgür Çengel: Lecturer, Faculty Social Science, Department of Business Administration, Istanbul Commerce University, Istanbul, Turkey

International Journal of Research and Scientific Innovation, 2020, vol. 7, issue 8, 65-75

Abstract: Branding plays an important role in enhancing any commercial performance and is a closed tool that can positively change people’s buying behavior. In the current marketing scenario, it has become necessary to examine consumer behavior. Consumers are market owners. A commercial organization cannot operate without consumers. The study is presented in five chapters, literature review, research methodology, presentation of research results, analysis and discussion of data, summary, results, and recommendations. The objectives of the study focus on examining the impact of a brand on consumer buying behavior, whether consumer buying behavior is affected by factors such as the excellent price of branded products, perceived quality of branded products, marital status, and brand name associated with brand consumption of Somali students study in Istanbul which is the working population of the study since most of the students in turkey study in Istanbul. a questionnaire was used to collect data. 110 questionnaires were used, which collected 110 responses for a month. The results show that the brand name has a strong positive impact and an important relationship with consumer buying behavior.

Date: 2020
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