Davranışsal İktisat Bağlamında Marka Tercihlerini Etkileyen Faktörler : Azerbaycan Örneğinde Ampirik Çalışma

The subject of consumer behavior is to examine the factors affecting consumer purchasing behavior. With the developing livingconditions and the emergence of new consumption madness, it has been concluded that there are differences in consumer behavior.Internet usage has increased and the shopping habits of consumers have also changed. People's consumption of brand products hasincreased. In this study, the brand selection process, which is frequently investigated and increasing in importance in consumerbehavior, and the approaches to the brand in general, were examined from the perspective of behavioral economics. In this context,brand addiction, purchasing dependence, brand image and other factors and brand preferences were approached from a behavioraleconomic perspective, according to the survey questions answered by 347 people, whose sample was made up of people over the ageof 16 in Azerbaijan.Keywords: Behavioral economics, consumer behavior, brand, AzerbaijanJel kod: D90; D11; C91The subject of consumer behavior is to examine the factors affecting consumer purchasing behavior. With the developing livingconditions and the emergence of new consumption madness, it has been concluded that there are differences in consumer behavior.Internet usage has increased and the shopping habits of consumers have also changed. People's consumption of brand products hasincreased. In this study, the brand selection process, which is frequently investigated and increasing in importance in consumerbehavior, and the approaches to the brand in general, were examined from the perspective of behavioral economics. In this context,brand addiction, purchasing dependence, brand image and other factors and brand preferences were approached from a behavioraleconomic perspective, according to the survey questions answered by 347 people, whose sample was made up of people over the ageof 16 in Azerbaijan.Keywords: Behavioral economics, consumer behavior, brand, AzerbaijanJel kod: D90; D11; C9