Davranışsal İktisat Bağlamında Marka Tercihlerini Etkileyen Faktörler : Azerbaycan Örneğinde Ampirik Çalışma


Onaran Z.

ideasstudies, vol.7, no.27, pp.139-147, 2021 (Journal Indexed in ESCI)

  • Publication Type: Article / Article
  • Volume: 7 Issue: 27
  • Publication Date: 2021
  • Title of Journal : ideasstudies
  • Page Numbers: pp.139-147

Abstract

The subject of consumer behavior is to examine the factors affecting consumer purchasing behavior. With the developing living

conditions and the emergence of new consumption madness, it has been concluded that there are differences in consumer behavior.

Internet usage has increased and the shopping habits of consumers have also changed. People's consumption of brand products has

increased. In this study, the brand selection process, which is frequently investigated and increasing in importance in consumer

behavior, and the approaches to the brand in general, were examined from the perspective of behavioral economics. In this context,

brand addiction, purchasing dependence, brand image and other factors and brand preferences were approached from a behavioral

economic perspective, according to the survey questions answered by 347 people, whose sample was made up of people over the age

of 16 in Azerbaijan.

Keywords: Behavioral economics, consumer behavior, brand, Azerbaijan

Jel kod: D90; D11; C91

The subject of consumer behavior is to examine the factors affecting consumer purchasing behavior. With the developing living

conditions and the emergence of new consumption madness, it has been concluded that there are differences in consumer behavior.

Internet usage has increased and the shopping habits of consumers have also changed. People's consumption of brand products has

increased. In this study, the brand selection process, which is frequently investigated and increasing in importance in consumer

behavior, and the approaches to the brand in general, were examined from the perspective of behavioral economics. In this context,

brand addiction, purchasing dependence, brand image and other factors and brand preferences were approached from a behavioral

economic perspective, according to the survey questions answered by 347 people, whose sample was made up of people over the age

of 16 in Azerbaijan.

Keywords: Behavioral economics, consumer behavior, brand, Azerbaijan

Jel kod: D90; D11; C91