Üniversite Öğrencilerinin Bilinirliği Yüksek Markalı Ürünlere Yönelik Bilgi, Tutum ve Davranışları Üzerine Bir Araştırma
A Study on the Knowledge, Attitude and Behavior of University Students Towards the Well Known Branded Products

Summary/Abstract: Nowadays branding, marketing literature appears to be an important concept. Consumers' attitudes towards goods and services together with increased levels of education also have become more sensitive. Many of the young people are the actual mass for the brand. At this point, young people's attitudes towards brands and information are important to determine the behavior. Heading from this importance, it was tried to measure knowledge, attitude and behavior of high brand awareness for products among 384 students who are learning in Gölbaşı Campus of Gazi University. As a result of this research it was found that the joining students preferred the high brand awareness products. Accordingly, high brand awareness products are seen by students, as mostly reliable products, which provides possibility of protection to consumers that can be easily found on the shelves and have more promotions but they are thinking that their prices are not the same everywhere.

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