EXPLORING CONSUMERS' PERCEPTIONS OF AUTOMOBILE BRANDS IN TURKEY THROUGH MULTIDIMENSIONAL SCALING

Yıl 2010, Cilt: 1 Sayı: 1, 97 - 107, 01.04.2010

Meltem Öztürk Selin Küçükkancabaş Ayşe Akyol

Öz

Bu çalışmanın amacı Türkiye'deki tüketicilerin otomobil markalarına yönelik
tercihlerinin araştırılmasıdır. Tüketicilerin otomobil marka tercihlerini belirlemek için,
tüketicllerin tercih değerlendirmelerini çok boyutlu bir yapılandırma için geometrik
uzaklıklara çeviren Çok Boyutlu Ölçekleme Algoritmalarından ALSCAL ve diğer
tamamlayıcı teknikler olan PREFMAP ve PROFIT uygulanmıştır. Çalışmanın
örneklemini otomobil sahibi olan veya otomobil kullanma şansına sahip olan veya oto
galerilerine giden tüketiciler oluşturmaktadır. Çalışmanın temel sonuçları şu şekildedir:
1) Tüketicilerin otomobil markası tercihlerinde önemli olan iki özellik güvenlik ve
reklam kampanyalarıdır 2) Mercedes bu her iki boyutta da iyi olarak algılanmıştır ve
analiz sonucunda elde edilen ideal nokta da Mercedes markasına işaret etmektedir.

Anahtar Kelimeler

Çok Boyutlu Ölçekleme Analizi, PREFMAP, PROFIT, otomobil endüstrisi, Türkiye

EXPLORING CONSUMERS' PERCEPTIONS OF AUTOMOBILE BRANDS IN TURKEY THROUGH MULTIDIMENSIONAL SCALING

Öz

The purpose of this study is to investigate the consumers' preferences towards various
automobile brands in Turkey. Multidimensional Scaling (MDS) algorithm known as
ALSCAL and a number of other complementary techniques (PREFMAP and PROFITj
is performed to transform consumers' preference evaluations into geometric distance for
a multidimensional configuration for studying the subjects' perception of automobile
brands. Subjects are sampled from consumers who use or have an opportunity to use
cars, and who goes to car galleries. The main results of this studyare summarized as
follows: (1) safety and advertising campaigns are the two important attributes in
consumers' auto brand preferences (2) Mercedes perceivedfavorably in both dimensions
and the ideal point is directed at the location of Mercedes. 

Anahtar Kelimeler

Multidimensional scaling, PREFMAP, PROFIT, automobile industry

Kaynakça

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