Brand loyalty on purchasing behavior of university students: The case of Gaziantep

Along with modern marketing concept, bring solutions appropriate to the needs and desires of consumers, which is one of the very important issues for marketers. In order to determine these needs and desires of consumers, it is necessary to examine consumer behavior and the factors that influence this behavior. The purchasing behavior of consumers is a complex situation. Therefore, Businesses intensive effort to investigate the purchasing behavior and factors affecting this behavior. There are a number of factors affect consumer behavior including cultural, social, personal and psychological. Brand is also one of the most important factors affecting consumer behavior. In today's world the market has a wide supply of products, and the expectations of consumers daily for more variety. This state causes the competition between companies to get increasingly fierce. In order to survive in an intense market, companies need to outperform their rivals and differentiate themselves. Desire of companies to creat differences between the products has led to emergence of the concept of branding. Beyond of the functional purpose, brand is a name, symbol,design or sign that increases the value of a product. Brand, is a distinctive feature of the product.The companies that want to provide a long-term success of their brands, They aim to make existing and potential consumers loyal on their brands. In term of business, brand loyalty represents great imortance due to reducing marketing marketing activities, providing protection and superior position against competitors. In this research, It was demonstrated a study aim to measuring brand loyalty and the factors that affect brand loyalty. Therefore, in the scope of research, a survey was applied on 433 participant students who study at universities that have a campus in Gaziantep city including Gaziantep Universities, Hasan Kalyoncu Universities and Zirve Universities. In term of Buying behavior, As a result of study, It was addressed the findings by analyzing collected data in order to axamine brand loyalty and factors affecting this loyalty of University students. In this study, As a result of the study, belief in the brand of the product, product specifitions, brand recognition, and producer confidence are the factors that affects the brand loyalty for the purchasing behavior of the students on their mobile phone preference.