A study on lifestyles and brand preferences of the consumers patronizing coffee shops within the boundaries of Mersin county town

Today, as a result of rapidly increasing competition, new brands show up, number of products increase, and product features are becoming similar to each other almost in any market. All these developments have led consumers to make a more informed choice for products and/or brands. Therefore, consumers should be the starting point for the marketers who aimed to direct buyer preferences toward their brands. Furthermore, marketing managers should consider a combination of many factors in order to identify the target consumers precisely and lifestyle is one of the key factors used for the same purpose by marketers too. The Lifestyle determines the consumers' consumption patterns, and affects the brand preferences. Lifestyle is a concept that also expounds how consumers spend their disposable income, what do they enjoy when making a use of their spare time, and their routines. In short, lifestyle is the answer to the way an individual lives. Within this study, the data and findings obtained from a survey that has been conducted within the boundaries of Mersin county town and has been intending to determine the relationship between consumers' lifestyles and brand preferences, along with the knowledge about theoretical background of brand, lifestyle, and personality issues are provided. Some of the findings are highlighted below: • It is identified that the Lifestyles of the consumers patronizing coffee shops are Strivers, Experiencers, Makers, Believers, Thinkers, Survivors, and Achievers. • Positive relationships were found between the Lifestyles of the consumers patronizing coffee shops and the factors affecting their brand preference. • The Lifestyle of the consumers patronizing coffee shops influences the brand preference. • The factors affecting the consumers patronizing coffee shops can be classified into five groups. These are: Brand Components and Social Factors, Product and Price, Promotion, Transportation Simplicity, Sensory and Emotional Factors. The businesses that want to survive in today's competitive market conditions should mind and consider consumers' needs, wants and expectations; and also should develop corporate skills to effectively segment the market and identify the appropriate target consumers. Key words: Lifestyle, Psychographic, Values, Personality, Consumer Behavior, Brand Preference.