The impact of the brand consumer on decision process: An application on the sector of children's clothing for the families of the students of primary and secondary school

Brand has a very important place in terms of consumer. Consumers; self-confidence, giving the image of the products and brands are preferred. In this study, the effect of increasing competition in global marketplace and consumer needs and satisfaction with the change of the increasing importance of "brand concept" of this concept and its impact on consumer behavior were investigated. Any stage of the consumer purchase decision and to evaluate the perception of a brand that have been studied. The purpose of this study is, to investigate the impact of the brand on the consumer behaviour and analyze it on a specific case. The study consists of three parts. In the first part of the study, brand and brand concepts, the importance of brand benefits and functions are explained in terms of company, consumer and marketing. In the second part of the study, which constitutes the basic issues "consumer behavior" and "brand effect on the consumer decision process" concepts are discussed in detail. What of these concepts is, how it has changed and what has remained under the influence of factors supported by the research are described. In the third and final section, a survey conducted in the city of Gaziantep analyzed and interpreted the results of the application has been attempted. This study of children's products impact on purchasing decisions in the family in terms of different variables separately is important to reveal. Key Words: Brand, Consumer Behaviour, Decision Process, Purchasing Behavior