The brand effect on consumer buying behavior in the computer industry

Today, computer industry is also affected by rapid advences in tecnology like every sector. Firms in computer industry should follow consumers? demands and needs closely to follow this rapid change closely.In addition to being in the continious development of computer firms should be in effort to announce their brands to consumers. Because, the brand is an important factor in consumer buying behavior.In this study,on the basis of view of the brand is to be effective in consumer buying behavior. The effect of the brand on the buying in computer industry has been investigated. After scanning the literature thoroughly,the relevant concepts have been given.In research, computer industry,the concept of brand and consumer buying behavior issues have been discussed in detail. Then, the survey questions have been prepared and applied to consumers in Ankara. The survey results have been tested and interpreted by using appropriate statistical programs.As a result of study,factors other than the brand also is to be effective on consumer buying behavior have been found. Therefore, suggestions were made to be the deciding factor of the brand of computer firms in buying by considering demands and needs of the consumer.