Brand image and consumer purchasing behavior: A research on the motorcycle sector

The purpose of this study is to examine the effect of demographic factors on brand image and consumer purchasing behavior. Today, brand image stands out as an important factor shaping consumer preferences. Especially in products such as motorcycles, which have both functional and symbolic characteristics, consumers' perceptions of the brand directly influence their purchasing decisions. In this context, the study analyzes the effect of demographic factors on these variables. The study was conducted using quantitative research methods, and data were collected through an online survey from 400 individuals selected using purposive sampling. The obtained data were analyzed using the SPSS 26.0 program in a computer environment. In the study, differences in brand image perception and purchasing behavior levels according to demographic characteristics were examined using t-tests and one-way ANOVA tests. According to the findings, motorcycle users generally evaluate brand image positively. Durability, technological superiority, high performance, aesthetic design, and social prestige are the factors that stand out in participants' perceptions of brand image. In terms of purchasing behavior, factors such as spare parts and service network, price affordability, safety, ease of use, and brand history were found to be decisive. It was determined that demographic variables such as gender, education level, income level, and occupation create significant differences in both brand image and purchasing behavior. According to the research findings, female participants were found to place greater importance on motorcycle brands than male participants. In addition, university graduates' brand image perceptions and purchasing behavior levels were found to be significantly higher than those of individuals with other educational levels. Significant differences were also observed based on marital status and occupation variables, particularly with single individuals and students or private sector employees exhibiting stronger brand perceptions. On the other hand, analyses conducted based on variables such as age, income level, motorcycle usage duration, active usage status, and brand used did not reveal any statistically significant differences in terms of brand image or purchasing behavior.