The impact of trademark management on purchasing behaviours of the consumers: A study on raedy-to-wear sector

As trademark is the most effective comunicative and promotive factor among companies and consumers, an effective planing process is required during creating the trademark. This plannig process which companies need to implement for their trademark is called ?Trademark Management Process?. An effective and successfully maintained ?Trademark Management Process? would definitely lead the purchasing behaviours of the consumers by meeting their expectations.In this study, resaerch is focused on how and in what ways Trademark and Trademark Management Process affects the purchasing behaviours of the consumers as Trademark and Trademark Management Process gains more importance for the companies under economical, technological and social conditions of this era. For the purpose, a case study about the effect of Trademark Management Process on consumers? purchasing behaviours in Ready-to-Wear sector has been observed, analysed and intented to be presented within this study.In this study, we can see that quality and price is more important than trademark for consumers.KEYWORDS1.Trademark2.Trademark management process3.Strategical marketing plan4.Purchasing behaviour of consumer5.Decisionmaking process of purchasing for the consumer