Özet:

Among the issues that businesses emphasized with precisely are synchronized harmony between the marketing with close and distant stakeholders of marketing. The customer, who is crucial to the survival of the enterprise, is at the forefront of these stakeholders. In this respect, the purpose of this study, which is investigate the factors affecting consumer behavior, to examine the factors affecting the buying behavior of academicians. In addition to meeting the basic needs of people such as transportation, the car can also respond to social and psychological needs. Academicians have an important position in society. In this regard, Selcuk University academicians car buying behaviors were investigated by questionnaire method. Survey questions were prepared according to demographic characteristics and psychological factors. For this study, benefited from a master thesis that is titled: "Car Buying Behavior in Beijing: An Empirical Research"  by Dongyan and Xuan in 2008 was used. The academicians were selected by random sample selection and the questionnaires were filled in face to face. In total 135 questionnaires were answered. The obtained data recorded according to the statistical analysis program of SPSS / Windows 2.0 version. Difference tests, regression analysis and anova test which are suitable for the purpose of the study have been analyzed. As a result, brand, monetary value and driving comfort were statistically significant in explaining the general satisfaction level variable at the level of 5% significance. It is seen that this explanatory variable is provided by the largest contribution brand variable. 

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