Öz
Bu çalışmada, tüketicilerin otomobil satın alma kararı problemine bir performans değerlendirme problemi açısından yaklaşılmakta, tüketicilerin otomobil satın alırken ve sonrasında yüklendiği ekonomik külfetler karşılığında her bir otomobil modelinin ne sunduğunun analizinin yapılması hedefi gözetilmektedir. Türkiye’de 2014 yılında satışı yapılan 259 adet binek otomobil modeli, her otomobil için yapılan harcamalar girdi, otomobillerin teknik özellikleri çıktı faktörü olarak alınarak bir etkinlik ölçüm tekniği olan Veri Zarflama Analizi (VZA) ile değerlendirilmektedir. Burada, faktörler tüketici açısından bir önem sırasına konularak ağırlık kısıtları olarak analizlere dahil edilmekte ve bu yönüyle analizler standart bir Veri Zarflama Analizi uygulaması olmanın dışına çıkmaktadır. Her bir otomobil modelinin yer aldığı sınıftaki etkinlik skorları ile markaların genel etkinlik skorları elde edilmiştir. Ayrıca, otomobil sınıfları içerisinde yakıt ve şanzıman tipine göre ayrıma gidilmiş ve her alt sınıfta satın alma açısından en etkin otomobil modelleri ortaya konmuştur. Otomobiller için hesaplanan etkinlik skorları ile Türkiye otomotiv sektöründeki 2014 satışları ile yüksek paralellik göstermediği bulgular arasındadır. 1. GİRİŞ
Anahtar Kelimeler
Satın alma karar süreci veri zarflama analizi etkinlik ölçümü Türk otomotiv sektörü
Kaynakça
- Allen, R., Athanassopoulos, A., Dyson, R.G., Thanassoulis, E. (1997), Weights Restrictions and Value Judgements in Data Envelopment Analysis: Evolution, Development and Future Directions, Annals of Operations Research, 73, p.13
- Ayan, T. Y., Perçin, S. (2008), Measuring Efficiency of Turkish Automotive Firms With The Fuzzy DEA Model,
- Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(1), p.99-119. Bakırcı, F. (2006), Sektörel Bazda Bir Etkinlik Ölçümü: VZA İle Bir Analiz, İktisadi ve İdari Bilimler Dergisi, 20(2), p.199-217.
- Charnes, A., Cooper, W.W., Rhodes, E. (1978), Measuring the Efficiency of Decision Making Units, European
- Journal of Operational Research, 2, p.429-444. Charnes, A., Cooper, W. W., Rhodes E. (1981), Evaluating Program and Managerial Efficiency: An Application of
- Data Envelopment Analysis to Program Follow Through, Management Science, 27-6, p.668–697. Cooper, W. W., Seiford, L. M., Tone, K. (2006), Introduction to Data Envelopment Analysis and Its Uses, Springer, New York.
- Dyson, R.G., Thanassoulis, E. (1988), Reducing Weight Flexibilty in Data Envelopment Analysis, The Journal of the Operational Research Society, 39(6), p.563-576.
- Dyson, R.G., Allen, R., Camanho, A.S., Podinovski, V.V., Sarrico, C.S., Shale, E.A. (2001), Pitfalls and Protocols in
- DEA, European Journal of Operational Research, 132, p.245-259. Erciş, M.S. (2010), Pazara Yönelik Hizmet Etkinliği Ve Erzurum İlindeki Otomotiv Bayilerinin Hizmet Etkinliklerine
- Yönelik Bir Araştırma, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 24(1), p.161-174. European New Car Assessment Programme (2014), http://tr.euroncap.com/tr/home.aspx
- Kotler, P. ve Armstrong, G. (2012), Principles of Marketing (Fourteenth Edition), Pearson Education.
- Lo Storto, C., (1997), Technological Benchmarking of Products Using The Data Envelopment Analysis: An
- Application to Segments `A' and `B' of The Italian Car Market, Innovation in Technology Management - The Key to Global Leadership. PICMET '97: Portland International Conference on Management and Technology, p.783-788. Oh, I., Lee, J.D., Hwang, S., Heshmati A. (2010), Analysis of Product Efficiency in The Korean Automobile Market
- From A Consumer’s Perspective. Empirical Economics, 38, p.119-137. Otomotiv Distribütörleri Derneği (2014), Genel Değerlendirme Raporu, http://odd.org.tr/folders/2837/categorial1docs/1069/Sekt%C3%B6rel%20De%C4%9Ferlendirme%20ARALIK%20 %2020pdf
- Otomotiv Distribütörleri Derneği (2015), Genel Değerlendirme Raporu, http://odd.org.tr/folders/2837/categorial1docs/1203/Sekt%C3%B6rel%20De%C4%9Ferlendirme%20MAYIS%202 0pdf
- Papahristodoulou, C. (1997), A DEA Model to Evaluate Car Efficiency. Applied Economics, 29(11), p.1493-1508.
- Pergelova, A., Prior, D., Rialp, J. (2010), Assessing Advertising Efficiency, Journal of Advertising, 39(3), p.39-54.
- Podinovski, V.V., Thanassoulis, E. (2007), Improving Discrimination in Data Envelopment Analysis: Some Practical
- Suggestions, Journal of Productivity Analysis, 28, p.117-126. Staat, M., Bauer, H.H., Hammerschmidt, M. (2002), Structuring Product-Markets: An Approach Based on
- Customer Value, American Marketing Association, p.205-212. Thompson, R.G., Langemeier, L.N., Lee, C., Lee, E., Thrall, R.M. (1990), The Role of Multiplier Bounds in Efficiency
- Analysis with Application to Kansas Farming, Journal of Econometrics, 46, p.93-108. Yılmaz, N. K., Karakadılar, İ.S. (2010), Türk Otomobil Pazarında Yerli Üretim Ve İthal Araçların Verimliliklerinin Veri
- Zarflama Analizi İle Değerlendirilmesi, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 28(1), p.499-521.
Öz
This study approaches the consumer purchase decision problem of automobiles as a performance evaluation problem and aims to analyze if each automobile model is efficient in what it proposes to consumers in return to the financial spendings on that specific model. 259 automobile models that were in the Turkish automobile market during 2014 are analyzed using an efficiency measurement method, Data Envelopment Analysis (DEA), by taking the economic factors of automobile models as input and technical specifications of the models as output factors. Input and output factors are considered in an importance ranking to consumersand weight restrictions reflecting this ranking are incorporated to standard DEA modelling. The study presents efficiency score of each automobile model in its segment, together with the brand efficiency scores. In addition, the automobile models are clustered into sub-segmets relying on fuel and gear specifications and in each sub-segment efficient automobile models are identified. One of the findings of the study reveals that the measured efficiency scores do not have much reflection on the automobile sales in Turkey during 2014.
Anahtar Kelimeler
Purchase decision process data envelopment analysis efficiency measurement Turkish automobile sector
Kaynakça
- Allen, R., Athanassopoulos, A., Dyson, R.G., Thanassoulis, E. (1997), Weights Restrictions and Value Judgements in Data Envelopment Analysis: Evolution, Development and Future Directions, Annals of Operations Research, 73, p.13
- Ayan, T. Y., Perçin, S. (2008), Measuring Efficiency of Turkish Automotive Firms With The Fuzzy DEA Model,
- Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(1), p.99-119. Bakırcı, F. (2006), Sektörel Bazda Bir Etkinlik Ölçümü: VZA İle Bir Analiz, İktisadi ve İdari Bilimler Dergisi, 20(2), p.199-217.
- Charnes, A., Cooper, W.W., Rhodes, E. (1978), Measuring the Efficiency of Decision Making Units, European
- Journal of Operational Research, 2, p.429-444. Charnes, A., Cooper, W. W., Rhodes E. (1981), Evaluating Program and Managerial Efficiency: An Application of
- Data Envelopment Analysis to Program Follow Through, Management Science, 27-6, p.668–697. Cooper, W. W., Seiford, L. M., Tone, K. (2006), Introduction to Data Envelopment Analysis and Its Uses, Springer, New York.
- Dyson, R.G., Thanassoulis, E. (1988), Reducing Weight Flexibilty in Data Envelopment Analysis, The Journal of the Operational Research Society, 39(6), p.563-576.
- Dyson, R.G., Allen, R., Camanho, A.S., Podinovski, V.V., Sarrico, C.S., Shale, E.A. (2001), Pitfalls and Protocols in
- DEA, European Journal of Operational Research, 132, p.245-259. Erciş, M.S. (2010), Pazara Yönelik Hizmet Etkinliği Ve Erzurum İlindeki Otomotiv Bayilerinin Hizmet Etkinliklerine
- Yönelik Bir Araştırma, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 24(1), p.161-174. European New Car Assessment Programme (2014), http://tr.euroncap.com/tr/home.aspx
- Kotler, P. ve Armstrong, G. (2012), Principles of Marketing (Fourteenth Edition), Pearson Education.
- Lo Storto, C., (1997), Technological Benchmarking of Products Using The Data Envelopment Analysis: An
- Application to Segments `A' and `B' of The Italian Car Market, Innovation in Technology Management - The Key to Global Leadership. PICMET '97: Portland International Conference on Management and Technology, p.783-788. Oh, I., Lee, J.D., Hwang, S., Heshmati A. (2010), Analysis of Product Efficiency in The Korean Automobile Market
- From A Consumer’s Perspective. Empirical Economics, 38, p.119-137. Otomotiv Distribütörleri Derneği (2014), Genel Değerlendirme Raporu, http://odd.org.tr/folders/2837/categorial1docs/1069/Sekt%C3%B6rel%20De%C4%9Ferlendirme%20ARALIK%20 %2020pdf
- Otomotiv Distribütörleri Derneği (2015), Genel Değerlendirme Raporu, http://odd.org.tr/folders/2837/categorial1docs/1203/Sekt%C3%B6rel%20De%C4%9Ferlendirme%20MAYIS%202 0pdf
- Papahristodoulou, C. (1997), A DEA Model to Evaluate Car Efficiency. Applied Economics, 29(11), p.1493-1508.
- Pergelova, A., Prior, D., Rialp, J. (2010), Assessing Advertising Efficiency, Journal of Advertising, 39(3), p.39-54.
- Podinovski, V.V., Thanassoulis, E. (2007), Improving Discrimination in Data Envelopment Analysis: Some Practical
- Suggestions, Journal of Productivity Analysis, 28, p.117-126. Staat, M., Bauer, H.H., Hammerschmidt, M. (2002), Structuring Product-Markets: An Approach Based on
- Customer Value, American Marketing Association, p.205-212. Thompson, R.G., Langemeier, L.N., Lee, C., Lee, E., Thrall, R.M. (1990), The Role of Multiplier Bounds in Efficiency
- Analysis with Application to Kansas Farming, Journal of Econometrics, 46, p.93-108. Yılmaz, N. K., Karakadılar, İ.S. (2010), Türk Otomobil Pazarında Yerli Üretim Ve İthal Araçların Verimliliklerinin Veri
- Zarflama Analizi İle Değerlendirilmesi, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 28(1), p.499-521.
Ayrıntılar
| Bölüm | Articles |
|---|---|
| Yazarlar | |
| Yayımlanma Tarihi | 29 Eylül 2015 |
| Yayımlandığı Sayı | Yıl 2015 Cilt: 2 Sayı: 3 |
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