A study on consumer perceptions towards the ready-to-wear brands [Tüketicilerin tercih ettikleri hazir giyim markalarina yönelik algilamalari üzerine bir araştirma]

The purpose of this study is to reveal the consumers' perceptions towards the ready-to wear brands preferred by consumers. in this regard; a field research,including a survey that was used as a data collection method,was conducted. for the purpose of collecting the primary data for the study,the survey was carried out on people who were sampled with convenience sampling method in istanbul,kocaeli and sakarya. the obtained data were evaluated by using statistical analysis. in view of the today's competitive market conditions among many ready-to-wear brands,the branding strategies need to be determined by taking account of consumers' perceptions towards the brand. this contributes to the success of ready-to-wear firms by increasing the competitive capacity in national and international markets. in this context,the findings of the current research will provide valuable contributions to marketing and brand managers in the ready-to-wear industry for positioning their brands and determining their branding strategies.