The impact of brand equity on purchase intentions in an uncertain economic environment an empirial study on Turkish shoe market

At the present time, footwear industry is one of the most developing industries in Turkey. The production capacity is about 500 million pairs per year while the capacity utilization rate is about % 40-50. This means that in the near future, the export can be increase. However in the domestic market the average yearly shoe purchasing per person is 2-3 pair. So each customer became more important for the brands. Brands aim to catch the customer from competitors, and make them loyal. To have loyal customers, brands provide the requests of the customers. If customers find their requests in a brand they can re-purchase so loyal customers are very crucial in the sector. The objective of this study is to investigate consumer?s preferences, in change during the global economic crisis and in respect to promotions and campaigns.The marketers have to known the demand of the consumers. We see that especially during the uncertain economic conditions people are mostly following the campaigns. Also global economic crisis directly affect the customers mind. In this research, we try to explain how customers react in uncertain economic conditions and how their behaviour is changing. This study is analysing how consumers? behaviours are changing depending the income, feeling about today's and futures conditions. Bad economic news has a negative effect on the consumers. The study at hands is one of the pioneering studies that investigate the shopping attitude of customers in Turkish shoe market. Data for the study was collected through a survey on the internet, which was accessible for all Turkish consumers. Study findings indicate that, there is a positive linear relationship between promotions and purchase intention. Also, findings of this study revealed that, in an uncertain economic condition, gender, income level and education level don?t have any influence on consumers? purchase intentions, in the contrast age is an influencing factor.