The effect of brand reliability on consumer purchase behavior: A comparative analysis on generations X,Y,Z

Brand concept is an increasingly important marketing component in recent years. Thanks to the brand consumers can easily distinguish a product from their competitors. The brand consists of various symbols, names, shapes. Consumers have an awareness of the brands and develop an attitude towards those brands. There are different concepts related to brand. Brand trust, brand loyalty, brand identity and brand loyalty are some of these concepts. The concept of brand loyalty is very important in the eyes of both the consumer and the businesses. The way to create loyalty for the brand is to follow a strategy that guides consumer buying behavior. The target audience of the brands are the consumers. In addition to the expectations of consumers from the brand, the decision stages during the purchase are also very important in terms of brand preference. An important variable in the behavior of consumers is age. In this study age groups were examined according to X, Y, Z generations. It is aimed to determine how the effect of brand loyalty on consumer buying behavior varies on individuals belonging to X, Y and Z generations in this study. A total of 1200 people were interviewed by face to face with easy sampling method in the province of Afyonkarahisar. The data obtained from the survey and it was revealed that how brand loyalty influences consumer buying behavior in X, Y and Z generation individuals. Keywords: Brand, Brand Loyalty, Consumer Purchasing Behavior, Generations X, Y, Z.