The Role of Brand on Consumer Choice in Household Electrical Appliances Industry and Brand Loyalty on Consumer Decision Process

Abstract

Purpose – Aim of the study is to analyse the relationship of the variables; brand awareness, brand loyalty and consumer buying preferences which were illustrated by combining brand loyalty and brand usage variables in household electrical appliances industry; brand loyalty; and socioeconomic status, demography, brand awareness, brand usage, brand choice, brand information resource, general and individual brand attitude. The second aim of the study is demonstrated as to bring out consumer behaviours on brand awareness, brand usage, brand choice, brand information resources, brand attitude and image dimensions in industry Design/methodology/approach – The hypothesis related with brand awareness, brand choice, brand loyalty, brand information resources and brand image dimensions are tested by chi-square analysis, t-test, ANOVA and f-test. Sales place-perceived quality relationship, brand awareness levels measurement and brand personality are analysed by frequencies directly. Brand personality is also presented virtually. The AHP is used to determine attendees’ SES level. Findings – Findings represent that perceived brand images and its relationship with demographics situation, brand loyalty and brand choice relationships, variables that affect brand choice, the roles of demographic structure on product choice, brand awareness and brand personality, relationship between sales points and perceived quality based on examined brands in sector. The findings represent that the brand that is currently being used has a significant role on purchasing behaviour; the higher customer engagement, image and awareness, the higher brand loyalty; availability is more importanf for women in terms of related products; general brand image do not differ in terms of SES; the up to date market share and changes on market share are very important indicators which shows the corporates’ future; corporates positioning strategies are accepted (perceived correctly) by consumers; women are dominant on product/brand choice; it is very difficult to gain new customer in sector and SES does not have a big role on related dimensions that were investigated. Discussion – Findings of the study have power to give direction to the strategies and policies of the firms which are operating in related sector. In addition to ability to show companies to see their current situation in sector, it also provides significant findings that may shape their strategies based on consumer behaviours. However, it is important that these findings have some constraints such as target consumer/market, time, sector/product and place.