Konumlandirma Kararlarinda Müşteri Önceliklerinin Belirlenmesi: Conjoint Analiz Yaklaşimi ile Bir Pilot Uygulama (Determining The Priorities Of Customers For Positioning Decisions: A Pilot Study By Using Conjoint Analysis)

Abstract

Turkish Abstract: Bu calismada; beyaz esya sektorunde, spesifik urun bazinda (camasir makinasi) musterilerin satin alma karari verirken dikkate aldiklari kriterlerin, onem ve onceliklerinin belirlenmesi amaclanmistir. Bu amacla; pilot bolge olarak secilen Bandirma’da, yeni camasir makinasi satin alan ve satin alma ihtimali olan bireyler uzerinde anket calismasi gerceklestirilmistir. Veriler, cok degiskenli analiz yontemlerinden biri olan conjoint analiz yardimiyla degerlendirilmistir. Analiz sonuclarina gore; musterilerin satin alma kararlarinda ozellikle fiyat ve kurutma fonksiyonunun onem kazandigi tespit edilmistir. English Abstract: The aim of this study is to determine the priorities of customers while making a washing machine purchasing decision. Questionnaire respondents who are selected from Bandirma had purchased a washing machine recently or in the market to purchase a washing machine. The data are analyzed by using conjoint analysis. The results show that price and drying function are the most important properties that affect washing machine purchasing decisions.