Investigation of the relationship between lifestyle and brand preferences of consumers

Academic debates on the concept of lifestyle and brand preferences within the framework of consumer culture have been examined. First of all, studies were conducted by considering the aims, scope and limitations of the research. After the details of variables, research method, sample design, pilot research and data coding were done, numerical analyzes were included. After the analysis, the findings of the research were interpreted by considering the descriptions of the lifestyle clusters. Preparation, distribution, collection of the research process questionnaire, determined due to the scope, constraints and population; Studies such as obtaining, learning and applying the SPSS program for the analysis of data have been carried out. The survey application was applied to Aksaray University campus staff and students. Factor analysis to determine the factors related to the brand preferences of consumers regarding their lifestyles; Cluster analysis to determine how many groups they are divided into according to their lifestyle regarding brand preferences; The VALS2 scale was used as lifestyle variables. The questions about lifestyle and brand preferences were used on a 5-point Likert scale.