A study about the criteria of choosing postgraduateprograms of universities with the perspective of brand preference of the public employees

In this postgraduate study thesis, the brand and the preference of the brand which have been become very important nowadays and the factors which lead the purchasing behaviors of the consumers have been investigated in detail. It has been tried to find out the criteria of choosing the postgraduate study programs of the public employees with the perspective of the brand preference.It has been studied if the preferences of brands of the public employees in choosing the postgraduate programs changed or not , according to the certain characteristics of the public employees such as gender, age, status, marital status, and duration of working. The research has been carried out among 197 public employees of The department of Istanbul Tax Office, Vatan Service Building (Istanbul VergiDairesiBaskanligi, VatanHizmetBinasi), with the method of sampling. In order to be able to collect data for investigation a brand preference scale has been developed and also an information form has been prepared to find out the demographic characteristics and brand preference of the public employees.Surveys have been analyzed in details and the data obtained has been arranged in a systematic way, and the discussions, the results and recommendations about the brand preference of the participants have been expressed.