TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA

Year 2018, Volume: 7 Issue: 1, 442 - 448, 01.09.2018

Haldun Colak , Celal Hakan Kagnicioglu

Abstract

Amaç- Mevcut çalışmanın amacı tüketicilerin
yeni nesil akıllı telefon seçimlerinde etkili olan fayda ve haz temelli
kriterlerin ağırlıklandırılması ve seçim noktasında alternatiflerin
sıralanmasıdır. Literatür taraması ve akademisyen görüşlerine başvurularak
toplamda 4 ana kriter ve 14 alt kriter belirlenmiş ve Türkiye Pazar payı en
yüksek olan 4 marka çalışmada değerlendirilmiştir.

Yöntem- Analiz için
bütünleşik AHP-VIKOR yöntemi uygulanmıştır. AHP anketiyle toplanan veriler
neticesinde bütün ana ve alt kriterlere ait öncelikler belirlenmiştir. Ardından
bu öncelikler kullanılarak VIKOR yöntemi ile markalar sıralanmış ve öne çıkan
kriterler belirlenmiştir.

Bulgular- Ana kriterlerden
Ürün Özellikleri tüketiciler için en önemli kriter olmaktadır. Alt kriterler
incelendiğinde ise Uygunluk, Markanın Etkisi, Kullanım Faydası, Keyif Alma ve
Yazılım ve Donanım Özellikleri alt kriterleri öncelikli olmaktadır.

Sonuç- Mevcut
çalışma beslendiği modeller çerçevesinde akıllı telefon tercihinde ürün özellikleri
dışında diğer kriterleri de kapsamında tutarak bu alanda özgün bir bakış açısı
sunmaktadır.

Keywords

Çok kriterli karar verme, AHS, VIKOR, akıllı telefon seçimi

IDENTIFICATION OF PROMINENT CRITERIAS IN THE SELECTION OF NEW GENERATION SMARTPHONES: AN APPLICATION IN ANADOLU UNIVERSITY

Abstract

Purpose- The purpose of
the current study is to weight utilitarian and hedonic criterias affecting the
customer’s new generation smartphone selection and to array alternatives at the
selection point. By appealing litrerature review and academician opinions, 4
main criterias and 14 subcriterias are specified and 4 brand that have the
highest market share in Turkey are evaluated as alternatives at the study.

Methodology- An integrated
AHP-VIKOR approach is used for the analysis. With the data collected by the AHP
questionnaire, priorities belonged to all main and subcriterias are specified.
Then by using these priorities, Brands are sorted with VIKOR method and criterias
becoming prominent at the decision point are specified.

Findings- From main
criterias, Product Aspects seems to be the most important criteria for the
customers. When looked over subcriterias, Convenience, Brand Effect, Usage
Benefit, Enjoyment, Hardware and Software Properties subcriterias are prominent
at the customer’s decision point.

Conclusion- Within the frame
of contributory models, current study presents a perspective which is genuine
in the field by taking both functional and other criterias affecting smartphone
selection in the scope.

Keywords

Multi criteria decision making, AHP, VIKOR, smartphone selection

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