Abstract:

The research was carried out in order to identify the factors that influence women studying at the university’s clothing choice and to determine whether their relationships with fellow groups, the characteristics of clothing and the socio-economic levels of families are effective in cases of attention to brands during their purchasing behaviors. In this direction, a survey was conducted to 280 women students at Lefke European University and Çanakkale University on March 18, and the analysis of the data used an arithmetic average and one-way variance analysis (ANOVA). According to the results of the analysis, consumers’ purchasing behavior has determined that clothing brand preferences vary depending on the income level of families. Also, in brand addiction, it has been shown that consumers’ communications with friends have an impact on their purchasing behavior. Factors such as the characteristics of the use of clothes, the affordable price and the ease of payment have arisen as a result that both consumer groups affect their purchasing behavior differently, depending on the income levels of the families, but there is no brand dependency.

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