Brand effects on consumer behaviors: An examination on tooth paste sector

One of the most important factors in the continuation of marketing activities today is to determine consumers' requests and needs and to direct consumers to act in the desired direction with the help of various strategies. It is possible that businesses achieve their desired goals of marketing efforts only by examining consumer purchasing behaviors. Branding is an important factor in consumer buying behavior. Today, understanding of the significance of brand concept as a long term in terms of businesses, strengthening brand image and creating brand loyalty has become important. For this reason, first of all, it is necessary to know how brand concept is perceived by consumers and what kind of effects the brand has on consumer behaviors. Today's economic development has caused an intense competition environment in the marketing understanding of the enterprises. In these competitive environments, it is directly related to the brand that businesses can differentiate from other businesses, protect market shares, expand their targets and meet the demands of consumers. In addition to this, That consumers can choose between many brands and evaluate alternatives goes through a series of decision-making processes. Consumer decision-making processes are influenced by personal, social and psychological factors. Today, toothpaste sector is an important sector for businesses. The toothpaste industry, where multinational companies are located in our country, has changed with the understanding of modern management, human resources and quality that has emerged since the 90's and brand concept has been placed importance on. In this context, it has been found that the toothpaste industry selected for the application issue has a significant economic impact on businesses. 100 students studying at Istanbul Aydın University participated in this research which investigated the effect of brand on consumer behavior in toothpaste sector. Survey findings were analyzed by factor and chi-square test. In the study H0 (Alternative): Hypothesis that the price of the product affects the buying behavior of a consumer about a toothpaste brand and "Hypothesis H1: brand affects the buying behavior of consumer" have been accepted. According to the survey results, it can be said that the recommendation is effective in purchasing decisions. It also turns out that the brand is a more effective factor in the consumer purchasing decisions than the price of the product.