A research on brand and consumer preferences in Kayseri province

The concept of branding has gained its grounds in an era where competition is less and every product is conceived as a breakthrough. With brand management approach it has been aimed to manage all the components of marketing concept through a certain strategy when promoting a product or service. In this study; brand, brand management and consumer concept is investigated with respect to consumer's effect to decision making and purchasing process. In the first stage of this study general information of brand concept and brand management is given with emphasis to its functions, benefits, marketing importance, varieties and strategies. In the second stage, general information of consumer concept and consumer behaviors is given, then effective factors in decision making process and purchasing behavior of consumers are investigated. In the third and last stage, a survey in Kayseri has been made to answer how branded products are perceived by costumers and to investigate possible connotations of branded products on costumers.