Otomobil sahipliği ve satış sonrası hizmetlerinin tüketici davranışları açısından incelenmesi: Erzurum il merkezinde bir uygulama
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- Tez No: 30962
- Danışmanlar: DOÇ. DR. ERSİN KANDEMİR
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 1994
- Dil: Türkçe
- Üniversite: Atatürk Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: İşletme Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 98
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Özet (Çeviri)
SUMMARY This study aims at investigating automobile ownership and post-sales services from a consumer behaviour point of view. It consists of three sections. The first section deals with product and services marketing in respect to definitions, classifications and specifications based on theoretical aspects of marketing. Through the second section, we studied the general theory of consumer behavior together with a literature survey on this subject. We especially stressed upon the main cultural, social, personal and psychological factors determining purchasing behavior. The third section involves an emprical study analyzing the determinants of automobile ownership, brand preferences and post-sales services in Erzurum city center. The study is based on a survey using a questionnaire with twenty-one ouestions. The total number of automobile owners in Erzurum city is 14.371. Of which 1034 were selected with 0.05 significance level and 0.03 error rate and distributed questionnaire forms on a random base. 687 of them were returned and only 400 were proved to be elligible for processing. The results of the statistical analysis carried out with percentage tables, chi-square tests and likert scales are shown in the third section. Some of the striking ones may be summarized as follows : 1. The most important factor in possessing automobile is the objective of facilitating life. Automobile is also considered as a means of saving. 2. Spare parts availability, economizing and price-quality convenience are seen as the most important factors in brand preferences. 3. A great majority of automobile owners prefers the service station attached to the producer firm. This may show that the firms give importance to the post-sale service operations and use them as a tool in their competitive policies. 4. For automobile owners, the first five important service elements are the price paid after service, the tota!,time length needed for services, the quality of service, the completeness of all service operations and the general condition of automobile after service caring, respectively. jöem&öM îcöîouu
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