Determining product brands preference and the loyalties of working women towards to ready made clothing products

Ready made clothing sector is in an important position as it supplies clothing need which is on the basis of social needs. Ready-made clothing sector which makes progress day by day by using new technological innovations is getting bigger steadily by enlarging its product scale and not only supplying the clothing demand but also producing products to supply consumer satisfaction. It is no doubt that sectors actual position is thanks to women?s needs which occurs after the participation of women in working life. Thus the aim of the research is to determine product brand preference and brand loyalties of working women towards to ready-made clothing products.Research subject is women who work in Turkey, and illustration consists of 384 women who work in Istanbul, Karabük and Ankara. A questionnaire form is used for working women who take place in research. Preliminarily, data was analyzed without being related to any variable and frequency tables were prepared. Ki-kare relation analysis results were interpreted to evaluate whether there is a relationship among some variables related to sub-aims determined in the second stage or not. According to results gained from research;-- While the working women buy new clothes, they attach great importance not only to the product brand but also its fabric and sewing quality, it?s suitability to the body, its style, convenience and its price.--A great majority of working women consumers identifies the brand with quality and confidence.--It becomes definite that working women change the brand they continuously use primarily because of the fall of the quality and then due to excessive increase in the price of product.-- The brand product preference and devotion of women living in big cities is more than the ones who lives in smaller cities.-- With the rise of education level, highly paid working women who have high social status have a higher tendency to have brand loyalty and prefer trademarked products.