Yerli Ve Yabanci Hazır Giyim Markalarının Tüketici Zihnindeki Konumlari Ve Algılanan Müşteri Değerlerinin Karşılaştırılması Üzerine Bir Araştırma
A Study on the Relative Positions of Domestic and Foreign Apparel Brands in Consumers’ Mind and Comparison of Perceived Values of Both Brands

Summary/Abstract: In this research, the relative positions of domestic and foreign apparel brands in consumers’ mind are analyzed by using the perceptions of price, quality, design and brand image of these brands by four profession group members. In the axes of price and quality, it is observed that the perceived quality and perceived price of some brands differentiates. In this context, brands to which high quality relative to price is attributed are subject to be preferred more than the others. As a result, this research provides us with clues about the relative positions of apparel brands in consumers’ mind and enlightens on the effects of customer perceived value on buying behavior.

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