AN EMPIRICAL STUDY ON CONSUMERS ’ CHOICE OF

I would like to express my gratitude to all those, who gave me the possibility to complete this thesis. First of all, I would like to sincerely thank my supervisors, Karin Alm and Ulf Johansson, for their constant guidance. Without their able supervision, the pieces would not come together. I owe a lot to my bestest friend Ezgi Baran, for her friendship and support during my sleepless nights studying on this research paper. I also would like to thank to Kamil Yuksel, Muge Yucel, and Gokhan Kaya for sharing their profound knowledge in statistics. Finally, I wish to give many thanks to my parents, Feray Şeker and Erdal Şeker, and my great sister Muge Pekagac and her dearest husband Kursad Pekagac. Thank you for making me feel like I own the greatest family ever. Thank you for all your encouragement, love and support.