A research, the effects of the brand loyalty over the customer buying behaviour in the jewelery market

Brand loyalty and brand are really important in the marketing sector. Brand loyalty is defined as the buying of consumers the same brand at a certain time period. For marketing this term has a lot of importance because loyal customer is a profitable customer. By brand loyalty the trade power of a business increases, marketing costs fall, competitive power increases and the business gains new clients. Brand loyalty is a notion beyond retaking a brand. Excitement, image, differences have become the keystones of brand loyalty.The most important assets of business are intangible assets. The title of a company, it?s brands, emblems, associations, perceived quality, name awareness, customer orientation and trade relationships, it has, are very important intangible long term assets. These assets by the brand equity and the brand equity is the resource of the competitive power and the future income of a business. The brand equity consist from brand loyalty, brand awareness, understood quality and brand associations.In this work the brand notion has been explained in detail, the brand loyalty, the brand equity, the buying behaviour of consumer are approached in detail and the brand loyalty has been surveyed in buying golden jewels by taking a poll on the consumers who buy jewels in the application part.In the result of the research important information has been obtained, hypotheses has been tested and evaluated. Acording to the results any meaningful relation between age, gender, marital status and brand loyalty has not been found; but the meaningful relation between monthly income level and brand loyalty has been found.