Hazır Giyim Sektöründe Marka Değeri Boyutlarının Satın Alma Niyeti Üzerine Etkisi

Abstract

The development of socio-cultural levels along with the globalization and the changing consumer preferences have increased the need for ready-made clothing.. In the garment sector, businesses compete with each other to meet increasing demand and create consumer demand. Competitive entrepreneurs have begun to engage in brand activities in order to reveal the different features and qualities of products. Businesses have differentiated their products in the minds of consumers from their competitors by changing the functional qualities of brands. Due to the high number of brands, the X brand was taken into account in the study. In this research, it is aimed to reveal the characteristics that consumers pay attention to when buying ready-made clothes, their choice of place to shop, what influences people while shopping, and to determine the effect of brand value dimensions on the intention to buy ready-made clothes. Therefore, 851 surveys were conducted for consumers in 2 big cities of 2 geographical regions. The data were tested with Cronbach's alpha coefficient method, normality test, factor analysis, correlation and multiple regression analysis. As a result of the research, it was determined that brand awareness, brand association, perceived quality and brand loyalty affect the purchase intention. The most important factor affecting the purchase intention was determined as perceived quality. In addition, the relationship between perceived quality and purchase intention was found to be the highest among brand value dimensions, while the relationship with brand awareness was found to be the lowest.