R&S - Research Studies Anatolia Journal

Yazarlar: Onur MEMİŞOĞLU, Ayça KIRGIZ CAN

Konular:İşletme

DOI:10.33723/rs.860512

Anahtar Kelimeler:Luxury,Luxury Automotive Sector,Purchasing Decision

Özet: With the developing technology and evolving value judgments, the automotive sector has increased the competition among itself and continued to develop continuously. The automotive sector meets the transportation needs of people, but in the meantime, also contains many personal and social values for people. The concept of luxury is an important area for the automotive world today. Only a limited group could have “luxury” previously. However this term has attracted the attention of every segment of the society that wants to feel privileged today. Consumers are more interested in the perception of the products over society than the benefits of them. The concept of luxury has managed to enter the lives of people at this time. With this study, the factors affecting the purchasing decisions of the consumers in the luxury automotive industry are examined. The data collected by the survey method in 2019 were analyzed with the SPSS program. Pearson correlation was used in the relationship between scores with normal distribution and Spearmon Rho correlation was used in the relationship between scores that did not Show normal distribution. It reveals the reasons why luxury car brands are preferred by consumers. As a result of the study, different criteria such as status and uniqueness, safety and comfort played a role in consumers' luxury car preferences. In addition, it is noteworthy that it is preferred in environmentally friendly smart cars.

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