Publication: Factory shaping customer preferences for high involvement goods-the example of the turkish sanitaryware market
Abstract
YÜKSEK İLGİLENİMLİ ÜRÜNLERDE MÜŞTERİ TERCİHLERİNİ ŞEKİLLENDİREN FAKTÖRLER: TÜRK SIHHİ TESİSAT PAZARI ÖRNEĞİ ÖZET Müşteri tercihlerini araştırmak, müşterilerin özellikle yüksek ilgilenimli ürünler için karar verme sürecini daha iyi anlamaya yardımcı olur. Bir yüksek ilgilenimli ürün olan sıhhi tesisat ürünleri bu tezin konusunu oluşturmaktadır. Bu araştırma Türkiye’deki sıhhi tesisat ürünü müşterilerinin karar verme sürecindeki tercihleri şekillendiren faktörleri incelemeyi amaçlamaktadır. Tezin yazın taraması bölümü müşteri davranışları üzerine odaklanılmıştır. Müşteri davranışı modelleri ve müşteri karar verme yazını yardımıyla sıhhi tesisat ürünleri için yaygın problem çözümü ve tercih biçimlendirme modeli oluşturulmuştur. Perakendeci ve müşterilerle, genel müşteri davranışları, karar vermeyi etkileyen faktör ve kişiler, ürün tercihi, marka tercihi, mağaza tercihi ve nedenlerini araştıran niteleyici bir araştırma, derinlemesine röportajlar vasıtası ile yapılmıştır. Öne çıkan bulgular aşağıda sunulmuştur. Öncelikle, müşteriler çoğunlukla ürün grubu hakkında bilgili değiller. Bu ürün grubu müşteriler için yeni olduğundan, müşteriler tercihlerini özellikler üzerine oluşturmaktalar. Satın alma sonrası rahatsızlık müşterilerin karar verme sürecinde baskın rol oynamaktadır. Müşteriler satın aldıkları ürün ve marka konusunda doğru kararı verdiklerine inanmak istemekteler. Marka bilinirliği ve mağaza seçimi müşterinin karar vermesinde önemli rol oynamaktadır. Perakendecilerin belirttiği müşterileri algıları ile müşterilerin kendi belirttikleri benzerlikler göstermektedir. Son olarak, araştırmadan çıkarılan bulgulara dayanarak sektöre, devlete ve akademisyenlere önerilerde bulunulmaktadır. FACTORS SHAPING CUSTOMER PREFERENCES FOR HIGH INVOLVEMENT GOODS – THE EXAMPLE OF THE TURKISH SANITARYWARE MARKET
Studying customer preferences gives way to better understanding customer decision making, especially for high involvement goods. Sanitaryware which is a high involvement good is the focus of this thesis. The study aims to examine the factors shaping preferences in the decision making process of sanitaryware customers in Turkey. The literature survey of the thesis focuses on consumer behavior studies. Based on customer behavior models and customer decision making literature, a model for extensive decision making and preference formation model for sanitaryware products is constructed. A qualitative study is conducted in the form of in-depth interviews with both retailers of sanitaryware and customers including general customer attitudes, factors and people affecting decision making, product, brand preference, store choice and the reasons behind. The most notable findings of the research are presented below. First of all, the customers are mostly not knowledgeable about the product category. Because of the novelty of the product category for the customers, customers construct attribute-based preferences. The dominant affect of post-purchase dissonance on decision making process is one of the most notable findings of the research. Customers want to believe that they have made the right choice about brands and products. Brand recognition and store choice play important roles in the decision making. Customer perceptions stated by retailers and customers reflect similarities. Finally, suggestions derived from the findings are presented for the sector, government and academicians for further research.
Studying customer preferences gives way to better understanding customer decision making, especially for high involvement goods. Sanitaryware which is a high involvement good is the focus of this thesis. The study aims to examine the factors shaping preferences in the decision making process of sanitaryware customers in Turkey. The literature survey of the thesis focuses on consumer behavior studies. Based on customer behavior models and customer decision making literature, a model for extensive decision making and preference formation model for sanitaryware products is constructed. A qualitative study is conducted in the form of in-depth interviews with both retailers of sanitaryware and customers including general customer attitudes, factors and people affecting decision making, product, brand preference, store choice and the reasons behind. The most notable findings of the research are presented below. First of all, the customers are mostly not knowledgeable about the product category. Because of the novelty of the product category for the customers, customers construct attribute-based preferences. The dominant affect of post-purchase dissonance on decision making process is one of the most notable findings of the research. Customers want to believe that they have made the right choice about brands and products. Brand recognition and store choice play important roles in the decision making. Customer perceptions stated by retailers and customers reflect similarities. Finally, suggestions derived from the findings are presented for the sector, government and academicians for further research.