Abstract:

The main purpose of this research is to examine the brand perception maps of GSM operators. In today's competitive environment, where brands are perceived, it is important for businesses to analyze their competitors. When it is thought that a large part of the society uses GSM operators, the investigation of customer perceptions is also important for the enterprises themselves to renew themselves. In addition, this research provides another purpose for the GSM operator to investigate which operator group is actually the operator. In this direction, in order to extract brand perception maps in GSM operators, data were collected using questionnaire method in this research conducted in Düzce province. The results of the validity, reliability and discriminant analysis how the GSM operators of Turkcell, Vodafone and Türk Telekom are perceived by the customers. Participants were asked questions about "GSM", "price", "confidence in the brand", "promotion and advertising", "discount campaigns", "brand image", "customer service", "price quality suitability" . According to the research results, when the average scores of the reasons why the GSM operators prefer the operators they use are examined, the most important reason for Turkcell and Türk Telekom (Avea, Bimcell) customers to select these operators is the "Brand Image" factor, while the reason for Vodefone customers to choose this operator is "Promotion and Advertisement" Factor. However, according to the results of discrimination analysis, it is seen that the factors of "attraction force", "price", "promotion" and "advertising campaign" and "discount campaigns" have a significant effect on customers' preference between these three operators. “Brand Image”, “Customer Service” and “Price Quality Eligibility” factors did not significantly affect customer preference for operator selection. Finally, when the customer structure of GSM operators was examined, 16 of the 133 Turkcell customers who participated in the survey were found to be Vodafone customers, 24 of the 133 Turkcell customers who participated in the survey were found to be Turk Telecom customers. Similarly, 18 of the 131 Vodafone customers who participated in the survey were found to be Turkcell customers, 44 of the 131 Vodafone customers who participated in the survey were found to be Turk Telecom customers. Also, 31 of the 135 Türk Telekom customers who participated in the survey were found to be Turkcell customers, 39 of the 135 Vodafone customers who participated in the survey were found to be Turk Telecom customers. Within the scope of the results obtained, it is seen that GSM operators should remove the perception map and examine the preferences of the GSM operators. In addition, it is suggested that GSM operators should take into consideration customer preferences and that their applications may include innovations and applications that are in line with the customer's wishes.

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