Abstract:

The automobile industry is one of the leading commercial markets around the world. In this enormous market, countries, companies, and manufacturers compete boldly to increase their international market shares. In this great competition, there are centuries old giant companies such as Mercedes, BMW, Volkswagen, Opel, as well as new automobile brands such as Tesla, Renovo, Tritonev. Turkey is one of the significant markets where these brands are competing fiercely. When this market is analyzed, one preference of Turkish consumers draws much attention. This is the color preferences of automobile purchasers. Considering the sales figures of the previous years, white automobile sales are above 50% rate regardless of brand and model. The objective of this study investigated why Turkish automobile consumers prefer white automobile color. In this study, the SWARA method, one of the MCDM method is used to analyze consumers white automobile preferences. The findings of the study show that aesthetic perceptions are significant in purchasing white automobiles. The results of the study allow us to draw implications for the white automobile purchasing behavior for the global automobile market in the concept of international marketing.

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