Ürüne Ait Özelliklerin Satın Almadaki Etkisinin Tüketim ve Endüstriyel Pazarlar İçin Değerlendirilmesi

Abstract

The aim of this study is to examine comparatively some product attributions that different consumer groups which are individual and industrial consumers give importance when making product evaluation and purchasing decision. In this direction, price, quality, brand, delivery time and country of origin were handled. Thus, the similarities and differences in the purchasing behavior of these two consumer groups were tried to be determined.This study was carried out with individual and industrial consumers’ wallpaper purchasing activity in the construction and building decoration sector. Using SPSS Program, Conjoint Analysis was applied to the data obtained from 102 industrial and 101 individual consumers by a convenience sampling method. According to the analysis, product evaluations of individual consumers and industrial consumers have similarities and differences. The most important factor that industrial consumers determine when they buy wallpaper is the delivery time. Delivery time is followed by quality, price, country of origin and brand. In addition, quality is the most crucial factor for individual consumers. Quality is followed by price, delivery time, brand and country of origin. When all these factors are examined together, the similar preferences of the products in both groups are on-time delivery, high quality and low price of the products.