Brand recognition action in mobile shopping

Abstract

Depending on the development in technology, consumer expectations are also changing. Depending on the changing demands and needs, both the consumers and the virtual environment quickly go to meet these situations. As smart phones make our lives easier, by using mobile internet as a part of the shopping process, the concept of time and space allows the consumer to purchase and access every song, product and service. This mobile shopping is done through mobile applications on phones, thanks to the internet. The brand, which offers great convenience in the decision-making of the consumer in the shopping process, is also perceptually dependent on the consumer's awareness of the brand. The brand, which includes all of the marketing mix activities and makes the business different, shows the power of its awareness as long as it exists in the mind of the consumer. The aim of this study is to examine the effect of consumers using mobile internet on the awareness of a brand. For this purpose, the factors affecting the brand awareness of consumers shopping via mobile internet in Ankara have been comprehensively discussed. The hypotheses created as a result of a comprehensive review of the literature were tried to be examined with the Anova test and regression analysis. The questionnaire form, which was created on the Google form with five-point Likert type scale questions, was applied to consumers who made mobile shopping on the internet. As a result of the analysis of the models, scales and hypotheses used, it was concluded that consumers know their brands and shop according to their awareness.