Abstract
Abstract: In today’s rapidly changing world, remarkable improvements and developments are also seen in marketing. Consumers’ information resources are increasing rapidly, consumers’ attitudes and behaviors are also changing and affecting their choices. Besides these, competition fields of firms are shrinking. Over against these changes, firms’ brand decisions are gaining more strategic dimensions than before they were. Creating, developing and maintaining brands are becoming important decision areas among the marketing managers. In order to see whether there are different market segments among consumers based on their perceptions of marketing mix decisions and brand equity, a questionnaire was developed and applied to 600 respondents. In the scope of the research Cluster Analysis and One-Way ANOVA Analysis were applied to attain detailed information about market segments. Research findings and information about three segments are shown on tables and figures. Keywords: Brand, Brand Equity, Marketing Mix, Market Segmentation, Cluster Analysis
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