The effect of store and brand image on purchasing behaviour of consumers: A research on men's clothing industry in Erzurum

Business owners or manufacturers, who have a share in the market on the global axis or trying to dominate the market, are trying to develop many sales strategies in order to meet the demands and needs of consumers. While these strategies are sales-oriented, they also include the after-sales satisfaction of the consumer. In this context, the sales policies implemented by the businesses are focused on the importance of all the factors affecting the purchasing behavior of consumers, brand and store selection in terms of image. The demands of consumers for products and services and the dynamic structure of the market have developed together with technology, and consumer-oriented marketing strategies have made changes and progress in this direction. Evaluation of pre-sales and post-sales consumer satisfaction is one of the competitive advantages in the market for the business. The consumer makes the purchase decision by analyzing the sales policies of the store he/she prefers due to the brand preference in the product and service or various factors. Understanding the factors that affect the purchasing behavior of consumers in the market environment is an important issue in marketing studies. Addressing the consumer-store-brand relationship, brand and store image with all its dimensions will enable to understand the main determining factors in purchasing behavior. At this point, the study considers store, brand image and purchasing behavior as a structure, and aims to measure the effect of store and brand image dimensions that determine purchasing behavior by examining the relationship between the dimensions that make up these structures. In the study, the factors affecting the purchasing behavior of the consumers and the dimensions affecting the brand and store preference were associated. The demographic characteristics of the consumer group and their attitudes towards stores and brands were examined. In the analysis, it was seen that the consumer groups differ from each other in terms of some basic characteristics. The effects of store image dimensions on purchasing behavior were subjected to multiple regression analysis. As a result of the analysis, it was seen that the dimensions of the store image affect the purchasing behavior. In the study, the differences between consumers' perceptions of store image dimensions were also measured and it was determined that consumers with demographic differences perceived store image dimensions differently.