Ortadoğu Ülkeleri Özelinde Genç Tüketiciler ve Teknolojik Ürünlerde Marka Algısı (Young Consumers in Middle East Countries and Brand Perception in Technological Products)

Abstract

Brand perception is a parameter, which directly affects the purchasing behaviors of the consumers. The image of the brand in the consumer’s mind leads the consumer to approach the brand or move away from the brand subconsciously. In this context, the consumer's perception of brand can be either positive or negative. The continuity of life cycle of the enterprises is directly proportional to the increase in their share in the market. In the increase of market share, brand image comes to the fore and product marketing can be done with the connotations created in the consumer. In other words, the consumer can be guided. Despite some studies have been implemented about consumption habits of the young consumers in Middle Eastern countries, the lack of such studies and the absence of a study to determine brand perception of young consumers in technological products makes this study important. The primary aim of the study is to determine brand perceptions of young consumers in Iraq in technological products. For this purpose, among 1500 students studying at the university in Kirkuk, 65 students were determined using a simple random sampling method as sample volume, with 10% error margin, and 90% confidence interval. As a result of the analysis of the data obtained, it was found that there was a statistically significant relationship between gender and age variables and foreign-titled technological product brand preference frequency, price and quality perceptions; and it was concluded that there is a significant relationship between gender and age variables and brand perception in technological products of young consumers. The analyses regarding income level revealed that there is no statistically significant relationship between this variable and the foreign-titled brand preference frequency, price and quality perceptions.