Purchasing preferences of consumers on branded product within the dimension of brand selection process

In today?s competitive world, it is possible firms being different than others and taking place in consumer?s mind with branding. The brand is the most essential factor by grabing consumer attention and encourages them to buy products. Beside the features of branded product, psychological, demographic or socio-economic characteristic, cultural factors have an impact on the purchasing preferences of customers. In this study, product and brand are analysed within functional an symbolical dimensions at the stage of customers? preferences of brand and product. Customers who have a positive attitude to a brand, select the preferred branded product?s among the products of other brands on their purchasing process. In the consumer?s brand selection process, symbolical attributes provide customer to have positive idea about a brand and product while in functional process products? physical functions and attrributes are the functional on customers? mind. In our study, a questionnaire about sports shoes is carried to randomly choosen The Marmara and Yildiz Technical University students sample. The goal of this questionnaire is to determine which one of the above mentioned dimensions is more important for customer. In this sample group, brand awareness and brand loyalty also analyzed. One of the result of our study is the functional and symbolical dimensions? association with demographically in sample group. Keywords: Brand, functional dimension, symbolic dimension, brand preferences, benefit, attribute, attitude