The effects of consumer's marketing diversity perception and purchase style on customer satisfaction, trust on brand and customer based brand equity

Consumer-based brand equity is lately attracting much attention and is subject of much research in the marketing literature. The presence of many companies in the market forces businesses to differentiate their products in order to provide competitive advantage. To properly position their products in the market, businesses give priority to marketing activities such as advertising, pricing and promotions. These marketing mix decisions, made directly by the company, have significant impact on customer satisfaction and brand trust. Consumer buying behavior is a variable and complex process. Providing the most suitable products to the market is one of the key issues businesses have to deal with a in order to achievie consumer satisfaction and thus gain profits and being able to withstand competition. The consumer's purchasing mode and chosen method enables the development of a unique pattern. This developed pattern explains the attitudes of the consumer towards the fundamental buying decision. This work aims to study the effects of consumer perceptions of the marketing mix and the consumer's buying style on customer satisfaction, brand trust and the consumer-based brand equity; and consists of five chapters. The first chapters describes the aim, the significance and the methods of the study. The second part is a literature review on marketing mix perception, consumer buying styles, customer satisfaction, brand trust and consumer-based brand equity. The third chapter describes the research model and hypotheses, the fourth the quantitative research, and finally, conclusions are presented in the fifth chapter. In the work, for a better understanding of the decision making processes of consumers and to observe their effects, the cases of the companies Sütaş, Mudo and Mavi Jeans are studied. Keywords: Marketing mix, consumer buying patterns, customer satisfaction, brand trust and consumer based brand equity.