Measuring brand efficiency on consumer decision of purhasing processes

İNGİLİZCE ABSTRAKT (en fazla 250 sözcük) : People, who try to meet every kind of needs all through his life - struggle, con sumer gigantic amounts of goods and services. In order to realize the action of con sumption the consumer manifests certain behavior in the market in this manifestation unique in his behavior approach poor to his buying decision, Since the aim of marketing is "to profits" while meeting the needs and all kinds of wishes of the consumer, marketing activities must be concerned and applied accord ing to the consumer satisfaction. The consumer, in all his behavior towards meeting his needs, is effected by sociological, psychological and demograpMcal aspects. Per ception, motivation, personality, attitude, learning, social- class, referrence groups, family, age, sex must all be taken in to consideration under this effective aspect. The consumer who wants to reach to the point of buying by making a selection out of purchasing alternatives, is in need of sound knowledge about the commodity it self and the brand. At this stage, marketing managers wish to know to which brands the consumers inclined and what they are effected from in this process the existance of brand is very important from tile consumer's and marketer's point of view. The brand, which identi fies the commodity from the rest and helps the consumer to make his decision, is a phenomena, making the economic life dynamic. For this reason, brand decisions and strategies take place in this study. The consumer who gets to know the brand by way of perception,will first ex perience brand reputation and then will evaluate his present choice under brand recog nition. Getting influenced by past experiences and reference groups the consumer will develop a positive or negative brand image and will realise buying behavior if the and- result of the buying decision has provided satisfaction for the consumer and the be havior is repeated "Brand Loyalty" will develop. Behavior will give way to loyalty if tile some brand is over and over chosen in a long span of time. In this study, some methods aiming at measuring brand efficiency in consumer's decision-making processes. Also an application to young groups age between 17-25 to measure the brand efficiency in jeans buying is compared by a 6 years old group.