Effect of brand loyalty to the consumer purchasing decision: A search on mobile phone users in Ankara region

In parallel with very fast development of technology, together with putting on market the brand new models, the consumers tend to change frequently the cellular phones they use.The companies carrying on business in cellular phone market must not ignore the tendency of the consumers towards frequently changing the mobile phones they use. Also the way of gaining advantage in rivalry and being in a good position in the market is, as well as gaining new customers, being able to transform the consumers into consumers who remain loyal to their brands.The purpose in this study is to determine which brand of mobile phones are preferred by the mobile phone users living within the borders of Ankara Metropolitan Municipality, and find out if they remain loyal to the brands used by them and investigate the reasons of this situation.Key words: Brand, Brand Loyalty, Purchasing Decision Process of Consumer