The effect of brand identity on the purchase behaviours of consumers in fast-moving consumer goods industry
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Abstract (EN)
This particular study investigates the effects of brand identity on the purchase behaviors of consumers in the fast-moving consumer goods (FMCG) industry. In order to measure the effects, a questionnaire was implemented to the participants shopping from the market chains such as Migros, Carrefour, Şok, BİM, Kipa, A101 and Real. In the study, a questionnaire was used with an aim to collect data. Key Words: Fast-moving Consumer Goods, Brand Identity, Purchase Behavior
Author
Mehmet Kılıç
How to Cite
Mehmet Kılıç (Master Thesis). The effect of brand identity on the purchase behaviours of consumers in fast-moving consumer goods industry, 2017, Doğuş University.
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