Abstract:

Businesses need to know the consumers closely in order to meet consumers’ needs and needs at the highest level and to develop successful strategies in the ever-threatening market conditions today. Understanding the relationship between self-confidence and brand pleasure is important in terms of identifying consumers’ relationships with the brand and the ways in which they evaluate the brand. The current study in this direction is aimed at exploring the relationship between the demographic characteristics of women consumers, which make up a significant part of the target market, and their confidence and brand pleasurability. For this purpose, a total of 402 women consumers were surveyed and the data obtained were analyzed by using independent sampling t-test, and in comparison with more than 2 groups, one-way Anova test was applied. The research was carried out on the basis of the ready clothing industry. The results of the analysis found that there was a meaningful relationship between the demographic characteristics of women consumers and the levels of self-confidence and the levels of brand pleasure, that the impact of internal self-confidence on brand pleasure was not meaningful but that there was a meaningful and negative relationship between external self-confidence and brand pleasure. The research has the character of being the first in terms of testing the relationship between the demographic characteristics and self-confidence of women consumers in Turkey and the brand likelihood.

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