The impact of the brand on the consumer behaviour and an empirical study on the automotive industry

The purpose of this study is, to investigate the impact of the brand on the consumer behaviour and analyze it on a specific case.The study consists of three parts. In the first section, the concept of brand and the increasing importance of brand in terms of business and consumer are mentioned; the benefits of branding in terms of consumers are explained.In the second part, the impact of the brand on the consumer behaviour examined and presented in a format with examples of summer. In this context, brand can be defined as ?to identify and promote good and services of one or moremanufacturer or seller that serving the name, concept, word, symbol, design, picture and a combination of them?.In the third section, the results of the questionnaire application in center Adıyaman tired to interpret.Key Words: Brand, Consumer Behaviour, Brand Preferences, Branding