The Role of Income Level on Sensitivity Levels for Similar Product: A Purchasing Behavior Study
Mustafa SOBA, Erhan AYDIN

Abstract
Products which are similar to each other have three important differences. They are price of product, brand of product and length of warranty for product; because all of them create a perception to consumers. Even if they don’t know detailed features of similar products, they focus on three important key concepts which are mentioned. In this study, features of products are omitted; because the study has an assumption which is related with consumption. The assumption is that a consumer firstly defines his/her needs and features for product which is useful. The other stage is to buy a product in accordance with price, brand and warranty. The study has statistical analysis such as reliability of scale, correlation analysis, and Descriptive Statistics. Surveys are applied on totally 441 consumers and it is crucial amount for a study.

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