The place of the brand in the behavioral economy and its effect on consumers: The Azerbaijan case

The aim of this thesis is to analyze consumer behavior in Azerbaijan in the context of behavioral economics. In this direction, the relationship between brand and consumer behavior is evaluated theoretically and empirically within the framework of behavioral economics perspective. The subject of consumer behavior is to examine the factors affecting consumer purchasing behavior. With the developing living conditions and the emergence of new consumption madness, it has been concluded that there are differences in consumer behavior. Internet use has increased, and consumers' shopping habits have also changed. People's consumption of brand products has increased. In this study, rationality in the consumption of people on the brand and their deviations from them will be discussed. The study consists of three parts. In the first part, behavioral economics, rationality, limited rationality concepts will be explained and the development of behavioral economics will be mentioned. In the second part, consumer behavior, consumer behavior models and luxury consumption issues will be discussed. In the third and last part of the study, the survey study and its results prepared for the examination of factors affecting the consumer's brand purchase intention will be discussed.