Özet:

This study aims to identify the factors that distract consumers from making rational preferences in terms of gender. According to this purpose, the Sivas Republic University, Professional High School students were subjected to a face-to-face survey to 253 students identified by easy sample and the data obtained from these surveys were analyzed with the SPSS program. Identification statistics applied to the data, factor analysis and independent sampling t-test findings have concluded that students in consumption preferences do not differ significantly in terms of gender, and that both men and girls in consumption preferences have significant effects on external factors and brand preferences that mainly affect consumption.