Özet:

The aim is to reveal the relationship between consumer purchasing preferences, consumer commitment and independent variables, which are created by the combination of brand awareness, brand liability and brand use variables, related to companies operating in the electrical small household tools industry, SES (social-economic status), demography, brand awareness, brand use, brand preference, brand information source, general and individual brand attitude variables. The secondary objective of the study is to reveal consumers’ behavior in this sector regarding brand awareness, brand use, brand preference, brand information source, brand attitude and image size. Method - Hypotheses related to brand awareness, brand use, brand preference, brand commitment, brand information source, brand attitude and brand image size have been tested using ki-quare, ANOVA, matching t-test and f-test. The relationship between the places of sale of electrical household devices and the quality detected is revealed directly in terms of frequencies. With the question of the subjects that they are asked to personalize the marks being studied, the characteristic characteristics of the marks in the consumer eye have been made a single visual and summarized. The measurement of the brand awareness levels is carried out directly with regard to the frequencies. For the purpose of determining the SESs of the subjects, the analytical hierarchy process (AHP) method was used. The findings - the brand images and demographic structural relationships of the brands studied in the study, the brand commitment and the brand preference relationships based on the product, the variables that influence the brand preference, the roles of the demographic structure in the product preference, the brand awareness and personality characteristics, the place of sale-defined quality relationships. The findings found that the brand used in the relevant sector plays an important role in the purchasing behavior; that high satisfaction, brand image and brand awareness are also high brand liability rates; that women pay much more attention to the possibility of the relevant sector products everywhere; that the overall brand image does not change to the SES; that the current market share and market share change rates are a very important indicator of the future situations of companies; that the company’s positioning policies are accepted by consumers (correctly perceived); that women play a more dominant role in the brand/product preferences; that a new customer in the relevant sector is difficult to play a very significant role in the SES.Discussions - The findings obtained in the study are able to guide the strategies and policies of the producer companies operating in the relevant sector.The need contains important findings in terms of being able to see their current situations and, if necessary, to direct their strategies in accordance with consumer behavior.The findings obtained should be taken into account as the target mass, time, sector/product and space limits.