Abstract:

Consumers are tending to the proprietary goods when they have difficulty in making purchase decision among the similar or different product categories. Customers become loyal and prefer the brands-they believe that these brands can meet individual needs and expectations. In this study, proportions spent on favourite brands of the university students in the six product category and attitudes related to some factors that can be effective in brand loyalty and brand choice process based on price insensitive were measured by using questionnaire. However, data provided was compared (using Analysis of Variance and T-Test for Independent Samples) by demographic characteristics of the students and was found significant differences. According to the results, while shampoo category has the highest level of proportion spent on favourite brand, chocolate and shampoo have the least price insensitive in the product categories. In addition, it’s identified that quality is the most effective factor in brand choice in terms of students.

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