The brand distentions and the extent of its effect on the purchase decision : an exploratory study for a sample of consumer of nissan motor cars company in Turkey

الملخص EN

The study aims to identify the effect of changing the brand of Nissan Motor Company in its dimensions (mental image, country of origin, quality, and warranty) on the decision of the purchase by the consumer, in order to identify the strongest dimension of the brand to influence the purchase decision of these cars and to achieve the objectives of the study The researcher collects the required data by distributing a questionnaire to a random sample of Nissan cars Consumer in Turkey in four governorates (Van, Diyarbakir, Mardin, Batman) where the sample size reached (120), and it was analyzed by the statistical program (SPSS V.21) as well as conducting structured formal interviews with the company’s CEO And the director of sales and maintenance to get to know the customers ’desires, as the study reached several results, the most important of which is the presence of a significant relationship under the level of significance of 0.05 for the brand on the decision to buy a Nissan car, in addition to that more after influencing the purchase decision (mental image, country of origin, Quality) respectively, and its weakest effect after are the guarantee.