A Research About the Determination of Consumer Opinion On Branded Products

Due to the intense competition in the marketing world, consumers should always make a choice between many different brands of the same product group. At this point, the concepts like brand value, brand association, brand loyalty have a direct impact on these choices. The association of branded product on consumers has led to the emergence of “consumer-based brand value” approach. According to this approach, consumers give subjective responses to the concept of branded product and organize their purchasing bahavior according to these responses. Since these responses are subjective,enterprises have started to be more sensitive on consumer behaviors and this has resulted in the long run, as the adoption of consumer-based brand value approach by enterprises. Each customer belongs to a different socio-economic structure, a different culture, different educational and income levels and as a result of that, the response of each consumer on branded products may be different. In this study, 500 people were surveyed in Edirne province to put forward the ideas of consumers about the branded products. The frequency distribution, explanatory factor analysis, reliability analysis and confirmatory factor analysis were conducted to the obtained datas by using SPSS 20 statistical packaged software. As a result of explanatory factor analysis, five subscales (To be Safe and Durable, Quality-Price Relationship, Advertising and Customer Satisfaction, Prestige and Brand Addiction) have been determined. Then, factor analysis has been applied to demonstrate the relevance of the factor structure of the factors determined by explanatory factor analysis. After that, Kolmogorov-Smirnov test has been performed to determine which test to do for the subscales of the Consumer Thoughts about the Branded Products Scale. Deciding that the distribution is not normal, Kruskal-Wallis and Mann- Whitney U tests were applied. As a result of these tests, it was identified for the subscales of the Consumer Thoughts about the Branded Products Scale that the factors To be Safe and Durable (F1), Quality-Price Relationship (F2), Advertising and Customer Satisfaction (F3), Prestige (F4) and Brand Addiction (F5) all vary according to the gender factor, whereas the factors F2, F4 and F5 vary according to the age, F1, F3 and F5 vary according to the education and occupation, the factor F5 vary according to marital status and the factors F1, F3, F4 and F5 vary according to the income.