The effect of automobi̇le brand image onpurchasing-a pilot study on public employees
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Abstract (EN)
The objective of this thesis is to evaluate the effect of automobile brand image on purchasing by surveys on public employees. The fist chapter deals with factors affecting consumer and consumer behavior. It also examines the effect of cultural, social and private factors affecting consumer behavior on purchasing behavior. The second chapter describes effect of brand, brand positioning and brand image on purchasing. The last chapter examines the gathered information about automotive industry and evaluates the situation of automotive industry in Turkey. The survey method was used in this thesis and the survey study was made on public employees.
Author
Gamze Tan
Institution
İstanbul Nişantaşı University
Division of Business Management
How to Cite
Gamze Tan (Master Thesis). The effect of automobi̇le brand image onpurchasing-a pilot study on public employees, 2016, İstanbul Nişantaşı University.
Keywords
License
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