A pilot survey toward the preferability incentives of GSM operators by Syrian refugees residing in Hatay province

In this study, the trademark concept that is one of the most instrumental factors in composing the relation amidst goods and services within the consumers has been addressed; primary components on brand decision throughout purchasers` trademark choices have been examined. The research has been conducted on GSM sector in which trade perception and consequences are uttermost essential and arbiter. The survey has been carried out on Syrian citizens who have had to immigrate into various territories owing to the civil war taking place in Syria in 2011 and those dwelled in Hatay. In the research scope, theoretical background has been constituted in light of the secondary data by executing detailed literature research pertinent to the topic. The background is composed of 3 divisions in the study. In the first part, brand and concepts on trademark, in the second part, dynamics affecting the consumers` brand choices have been meticulously scrutinized. In the last application chapter, where data acquired by implementation process have been analysed and explicated, in depth analysis of survey application substantiated for primary data over Syrian refugees residing in Hatay takes place. Data acquired by the surveys have been systemically arranged and interpreted in the conclusion phase. As well as demographic, social and psychological factors influencing brand choices of Syrian expatriates living in Hatay about GSM sector, brand equity components and marketing mix decisions have been put forward at the end of the conducted research.