Kolayda Mallarda Marka Bağlılığını Etkileyen Faktörler: Hazır Kahve Üzerine Bir Çalışma(Factors Affecting the Brand Loyalty for Convenience Goods: A Study on Instant Coffee)

• Main Author: Gül BAYRAKTAROĞLU
• Format: Article
• Language: deu
• Published: Celal Bayar University 2004-01-01
• Series: Yönetim ve Ekonomi
• Subjects: Hazır Kahve; Marka Tercihi; Marka Bağlılığı; Coffee; Brand Preference; Brand Loyalty
• Online Access: http://www2.bayar.edu.tr/yonetimekonomi/dergi/pdf/C11S22004/gb.pdf

The primary rule to create brand equity is to have loyal customers. Determining the variables that are important in brand decision and analyzing the reasons why customers shift to other brands are essential to plan and develop effective marketing policies. This study examines the degree of effect of some variables on coffee brand choice and which factors affect the change in brand usage in somewhat or non-loyal customers. The package usefulness, taste & smell affect brand loyal customers more. Decrease in quality, figuring out harmful effects, change in price and decrease in purchasing power are found to be the most important factors affecting the change in brand choice. Besides, age, income, marital status and consumption level are found to be related with brand loyalty.