(Marketing and Branding Issues in Family Businesses: A Research on the Members of Bozüyük Chamber of Commerce and Industry)

Abstract

Purpose - To draw attention to the marketing and branding problems experienced by family businesses and due diligence for these issues. Besides see the extent to which branding is adopted by family businesses in the Bozüyük district of Bilecik. Design/methodology/approach - In this study, the use of phenomenological design, which is one of the qualitative paradigm designs, was considered appropriate. The data were obtained by using interview method. Content analysis was utilized in the analysis of the data and main and subthemes were determined within the framework of the resulting codes. Findings - Within the framework of the stated purpose and method, it is seen that the basic marketing problems caused by the current socio-economic situation in Turkey. In addition, sales figures, increasing competition, and agreements with banks for financing are other problems. On the other hand, the branding process is often seen as luxurious and costly. And the brand choices of the enterprises are mostly based on their surnames and nicknames. Discussion - In the context of the findings obtained from the study, the institutionalization process is aimed at reducing the overall marketing, branding and managerial problems of enterprises. On the other hand, in the context of the sample, it is understood that professional managers in family businesses are not treated warmly.