International Journal of Research and Scientific Innovation (IJRSI) | Volume VII, Issue VIII, August 2020 | ISSN 2321–2705

The Effect of Brand Name on Consumer Buying Behavior: Empirical Study on Somali Students in Istanbul

Fuad Ali Bulle¹, Prof. Dr. Özgür Çengel^2
1Master Student, Faculty Social Science, Department of Business Administration, Istanbul Commerce University, Istanbul, Turkey
²Lecturer, Faculty Social Science, Department of Business Administration, Istanbul Commerce University, Istanbul, Turkey

Abstract: Branding plays an important role in enhancing any commercial performance and is a closed tool that can positively change people’s buying behavior. In the current marketing scenario, it has become necessary to examine consumer behavior. Consumers are market owners. A commercial organization cannot operate without consumers. The study is presented in five chapters, literature review, research methodology, presentation of research results, analysis and discussion of data, summary, results, and recommendations. The objectives of the study focus on examining the impact of a brand on consumer buying behavior, whether consumer buying behavior is affected by factors such as the excellent price of branded products, perceived quality of branded products, marital status, and brand name associated with brand consumption of Somali students study in Istanbul which is the working population of the study since most of the students in turkey study in Istanbul. a questionnaire was used to collect data. 110 questionnaires were used, which collected 110 responses for a month. The results show that the brand name has a strong positive impact and an important relationship with consumer buying behavior.

Keywords: Brand Equity, Brand Awareness, Brand Loyalty, Consumer buying behavior.

I. INTRODUCTION

Brands were also used to indicate quality and origin in the seventeenth and eighteenth centuries, when fine ceramics, furniture, and furniture manufacturing began, mainly in France and Belgium due to royal care factories. However, the widespread use of trademarks is a phenomenon in the late nineteenth century and early twentieth century. (Blackett, 2004). Until the 1890s, the focus of brands was few. There was no continuity announcement. Most of the manufacturers worked in the domestic market, selling mostly unmarked products to retailers. They sold without a trademark or under a store name (Kohli & W. LaBahn, 1995).nBranding in the African continent play a crucial role in making consumers decide to buy a product. The results of the analysis are clear due to the level of brands that consumers choose movies from Galli Wood. (Offeh, Antwi-Donkor, & Addo, 2013).