TÜKETİCİLERİN ELEKTRİKLİ ARAÇ TERCİHLERİ: LİTERATÜR TARAMASI VE TÜRKİYE’DE TANITIMINA YÖNELİK ÖNERİLER

Yıl 2018, Sayı: 40, 246 - 260, 20.12.2018

Bilge Karamehmet Esma Morgül

https://doi.org/10.17498/kdeniz.425914

Cited By: 4

Öz

Elektrikli
otomobillerin geleceğin teknolojisi olduğu bir gerçektir. Hem verimlilik
açısından hem de fayda açısından tüketicilerin yakın bir gelecekte tercih
edecekleri otomobil türleri arasında yer alacağı tahmin edilmektedir. Sürücüsüz
otomobil teknolojisi ile birlikte piyasaya sürülen araçların geleceğinin olduğu
bilinmektedir. Hatta yakın gelecekte Almanya 2030 yılında, Hollanda ve Norveç
2025 yılında, Fransa ve İngiltere ise 2040 yılında benzinli ve dizel araç
satışlarının yasaklanacağını resmen duyurmuşlardır. Böyle bir piyasada
elektrikli araçların araştırılması ihtiyacı doğmuştur. Türkiye’de üretimi için
talimat verilen ve yaygınlaşması beklenen elektrikli araçların tercih sebepleri
ile ilgili daha önce yapılmış olan araştırma sonuçlarından faydalanarak
öneriler getirilmiştir. Bu kapsamda Dünyada ve Türkiye’de elektrikli araçlar ve
türleri ile ilgili yapılmış olan, erişilebilen tüm çalışmalar
değerlendirilmiştir. Elektrikli otomobil tercihlerinde kültürel farklılıkların,
çevresel faktörlerin, ekonomik ve sosyal faktörlerin etkilerinin olacağı
düşünülmektedir. Elektrikli araçlar konusunda yapılacaklar listesinin başında
öncelikle tüketicilerin bilgilendirilmesi gerektiği sonucuna varılmıştır.
Yapılan araştırmalar da göz önüne alındığında; bilgilendirmenin detaylı şekilde
yapılması gerektiği, elektrikli araçların türleri ve kullanım şekillerinin
detaylı şekilde tüketicilere aktarılması gerektiği sonucuna varılmıştır. Ayrıca
elektrikli araçların tüketiciler tarafından tercih edilmesi için var olan
alışkanlıklarının yanında ek fayda sağlanması; şarj süresi, şarj istasyonu
sayısının azlığı gibi olumsuz etkenlerin öncelikli olarak çözülmesi
gerekmektedir. Elektrikli araçların tanıtım faaliyetlerinde maliyet avantajı
konusu üzerinde özellikle durulması gerekmektedir.  Aynı zamanda tanıtım faaliyetleri kapsamında
çevre bilincinin aktarılması gerekmektedir. Bir diğer taraftan bakıldığında bu
öneriler ışığında otomobil markalarının üretim bandının genişletilmesi ve pazarlama
planlarına elektrikli araçları da eklemesi gerekmektedir. Tüketicilerin tercihlerinin
ne yönde olacağını anlama hususunda geniş çaplı ampirik çalışmaların yapılması
önerilmektedir. Bu sayede kültürel farklılıkların belirlenmesi ve çevre
konusundaki hassasiyetin ve en önemlisi de elektrikli araç farkındalığının
yaratılması öngörülmektedir.

Anahtar Kelimeler

elektrikli araçlar, pazarlama, tüketici tercihleri, yeşil pazarlama, sürdürülebilirlik

CONSUMER PREFERENCES FOR ELECTRIC VEHICLES: LITERATURE REVIEW AND SUGGESTIONS FOR PROMOTION

Öz

Electric
vehicles become a widespread technology all over the world and they are
expected to be one of the popular technologies in near future.  Consumers will prefer electric vehicles not
only an ecological option among automobiles, but they also provide very good
performance and fuel cost efficiency. Some of the Europe countries such as
Germany, Netherland, Norway, France and England intend to prohibit gasoline and
diesel fuels until 2040. In spite of this growing market, there is a lack of
research has been done in this area. This study provides a comprehensive
literature review on the basis of international and national researches, and
suggestions according to these researches for the purpose of promoting electric
vehicles in Turkey. Cultural differences, environmental concerns, and
socio-economic factors might be effective on consumer preferences about
electric vehicles. Furthermore, knowledge level of consumers is still so low;
especially the issues related to usage and technical differences between electric
vehicle types. According to the past studies, awareness and knowledge are the
most urgent problems that need to be solved with some promotion tools.
Infrastructural facilities such as charging stations also need to be increased
in number and performance. Promotion activities should focus on spreading
environmental awareness and cost efficiency. Beside that, automobile brands
should provide more electric vehicle options and add these options to their
marketing strategies. This study suggests that empirical studies about
understanding consumer preferences needs to be widen for determining the
cultural differences and raising awareness about environmental concerns, and as
the most important consequence; spreading the awareness of electric vehicles.

Anahtar Kelimeler

electric vehicles, marketing, consumer preferences, green marketing, sustainability

ПРЕДПОЧТЕНИЯ ПОТРЕБИТЕЛЕЙ ЭЛЕКТРИЧЕСКИХ ТРАНСПОРТНЫХ СРЕДСТВ: СКРИНИНГ ЛИТЕРАТУРЫ И ПРЕДЛОЖЕНИЯ ПО ВВЕДЕНИЮ В ТУРЦИИ.

Öz

Это факт, что Электрические
автомобили - это технология будущего. С точки зрения эффективности и
полезности, считается, что в ближайшем будущем среди других типов
автомобилей  потребители будут выберать
Электрические автомобили. Хорошо известно, что автомобили, которые выходят на
рынок вместе с автомобильными технологиями без водителя, - это будущее. Даже в
ближайшем будущем Германия 2030, Нидерланды и Норвегия в 2025 году, Франция и
Великобритания в 2040 году, продажи машин с бензином и дизельных автомобилей
будут официально запрещены. На таком рынке возникла необходимость поиска
электромобилей. Данные инструкции по производству в Турции, предложения были
сделаны с использованием результатов предыдущих исследований о причинах выбора
электромобилей, которые, как ожидается, станут широко распространенными. Все
исследования, которые были сделаны в отношении электрических транспортных
средств в мире и Турция обрабатываются. На предпочтения электромобилей будут
влиять культурные различия, факторы окружающей среды, экономические и
социальные факторы. Прежде всего, потребители должны быть проинформированы.
Учитывая сделанные исследования, информация должна быть выполнена в деталях.
Типы и схемы использования электрических транспортных средств должны быть
подробно переданы потребителям. Кроме того, для того, чтобы электромобили были
предпочтительнее потребителями, необходимо предусмотреть другие дополнительные
преимущества, а также существующие привычки, например время зарядки, количество
зарядных станций и т. д., должны быть решены в первую очередь. Необходимо
сосредоточиться на преимуществах затрат, особенно в рекламных акциях
электромобилей. В то же время экологическая осведомленность должна быть
передана в контексте рекламной деятельности. С другой стороны, в свете этих
предложений необходимо расширить производственную группу автомобильных брендов
и добавить электромобили в свои маркетинговые планы. Предлагается провести
обширные эмпирические исследования о том, как понимать предпочтения
потребителей. Предусматривается, что будут определены культурные различия и
будет обеспечена чувствительность окружающей среды, и, что наиболее важно, будет
создано понимание электрических транспортных средств.

Anahtar Kelimeler

электромобили, маркетинг, потребительские, предпочтения

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