Effects of branding purchase of milk and dairy products on consumer choice; An application in Gaziantep province center

The aim of this thesis is to investigate the effect of consumers in Gaziantep on the buying behaviour of brand in the preference of milk and dairy products and to explain the related factors. The study done in this framework consists of five parts. In the first part, the problem situation related to the study, the problem statement, the assumptions and limitations of the research are addressed. In the second part, the conceptual framework of consumers' purchasing behaviour, consumer behaviour models, purchasing stages, brand concept, purchasing stages and factors affecting consumers' purchasing behaviour are explained in detail. In the third chapter, the research study conducted in the province of Gaziantep was pointed out in order to investigate the effects of the brand on buying behaviour of consumers in the consumption of milk and dairy products. While the findings and comments about the research study are provided in the fourth chapter, in the fifth chapter, the results are referred to the proposal. The research population consists of individuals living in the province of Gaziantep. The survey was conducted with 500 participants. As a result of the research, relationships are found between gender and marital status and the preference of buying certain milk or dairy brands; between gender and educational background and the preferred milk or dairy brands; between gender, age and educational background and the preference frequency of buying the same milk or dairy brands; between the factors affecting the purchasing behaviour of milk or dairy products and educational background and monthly income, and between the preference of buying certain milk or dairy brands and factors affecting the buying behaviour.