CONSUMERS WHITE AUTOMOBILE PURCHASE BEHAVIOR: TURKEY AUTOMOBILE MARKET APPLICATION WITH SWARA METHOD

Yıl 2022, Sayı: 61, 43 - 64, 29.04.2022

Sinan Çizmecioğlu , Fatih Cura

https://doi.org/10.18070/erciyesiibd.918762

Cited By: 1

Öz

The automobile industry is one of the leading commercial markets around the world. In this enormous market, countries, companies, and manufacturers compete boldly to increase their international market shares. In this great competition, there are centuries old giant companies such as Mercedes, BMW, Volkswagen, Opel, as well as new automobile brands such as Tesla, Renovo, Tritonev. Turkey is one of the significant markets where these brands are competing fiercely. When this market is analyzed, one preference of Turkish consumers draws much attention. This is the color preferences of automobile purchasers. Considering the sales figures of the previous years, white automobile sales are above 50% rate regardless of brand and model. The objective of this study investigated why Turkish automobile consumers prefer white automobile color. In this study, the SWARA method, one of the MCDM method is used to analyze consumers white automobile preferences. The findings of the study show that aesthetic perceptions are significant in purchasing white automobiles. The results of the study allow us to draw implications for the white automobile purchasing behavior for the global automobile market in the concept of international marketing.

Anahtar Kelimeler

SWARA, Consumer Behavior, Automobile Industry, International Marketing

TÜKETICILERİN BEYAZ OTOMOBİL SATIN ALMA DAVRANIŞI: SWARA YÖNTEMİ İLE TÜRKIYE OTOMOBIL PAZARI UYGULAMASI

Öz

Otomobil endüstrisi, dünyanın önde gelen ticari pazarlarından biridir. Bu devasa pazarda ülkeler, şirketler ve üreticiler uluslararası pazar paylarını artırmak için cesurca rekabet etmektedirler. Bu büyük rekabette Mercedes, BMW, Volkswagen, Opel gibi asırlık dev firmaların yanı sıra Tesla, Renovo, Tritonev gibi yeni otomobil markaları da yer almaktadır. Türkiye, bu markaların kıyasıya rekabet ettiği önemli pazarlardan biridir. Bu pazar incelendiğinde Türk tüketicisinin bir tercihi çok dikkat çekmektedir. Bu, otomobil satin alan kişilerin renk tercihleridir. Geçmiş yılların satış rakamlarına bakıldığında beyaz otomobil satışları marka ve model fark etmeksizin % 50'nin üzerinde olduğu görülmektedir. Bu çalışmanın amacı, Türk otomobil tüketicilerinin neden beyaz otomobil rengini tercih ettiklerinin analizini yapmaktır. Bu çalışmada tüketicilerin beyaz otomobil tercihlerini analiz etmek için ÇKKV yöntemlerinden biri olan SWARA yöntemi kullanılmıştır. Araştırmanın bulguları, beyaz renk otomobil satın alırken estetik algıların ön plana çıktığını göstermiştir. Çalışmanın sonuçları, uluslararası pazarlama konseptinde küresel otomobil pazarı için beyaz otomobil satın alma davranışına ilişkin çıkarımlar yapılmasını sağlamaktadır.

Anahtar Kelimeler

SWARA, Tüketici Davranışı, Otomobil Endüstrisi, Uluslararası Pazarlama

Kaynakça

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