MARKA ALGISI İLE SATIN ALMA DAVRANIŞI ARASINDAKİ İLİŞKİDE BEŞ DUYUNUN ARACILIK ROLÜ
THE ROLE OF FIVE SENSORIES RELATED TO PURCHASE BEHAVIOUR THROUGH BRAND PERCEPTION

Summary/Abstract: Brands adopt various approaches by creating a brand perception in consumers’ mind so that they differ from other brands and consequently they gain ground in consumers’ minds. It is observed that consumers are looking for better experiences; They expect higher value, higher quality products, formats, packaging, brand communication and retail experience. That brands carry out sensory activities and try to arouse purchase desire by creating brand perception is highly important for the brand perception. Activities aiming the five senses make it easier to create a brand perception by affecting the consumers while they are experiencing it. The aim of this study is to investigate to what extent consumers carry out their purchasing behaviors emotionally. The research was conducted on how senses can affect consumers in terms of purchasing behavior in the ready-made clothing industry, and also, it has been observed which senses are effective to what extent. In order to reveal the truth of the hypotheses defended in the research, the survey method was applied. By evaluating the defended hypotheses with certain tests and in line with the data obtained, it has been observed that brand perception and senses are effective in purchasing decisions. In line with the defended hypotheses, the data obtained from the statistical analysis SPSS 24.0 program used in the analysis of the data, it was observed that the senses in the brand perpection are effective in the purchasing decision.

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