An analysis on consumers' brand loyalty and preferences towards car brands

It is intended to find out the existing brand loyalty to car brands and to predict the consumers' future brand preferences. Finally, the highest brand loyalty were found to AUDI, MERCEDES and OPEL. It is understood that VW, RENAULT, PEUGEOT are mostly preferred by females; TOFAŞ, RENAULT, FIAT and FORD are preferred by the males. While TOFAŞ and RENAULT are mostly preferred by low-incomers, TOFAŞ, RENAULT, FIAT and FORD are mostly preferred by the middle incomers and VOLKSWAGEN (VW), TOYOTA, SKODA, OPEL, NISSAN, HONDA and CITROEN are mostly preferred by the high incomers