The effects of marketing activities on the market share of American origin car brands in Turkey
Başlık çevirisi mevcut değil.
- Tez No: 796253
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Uluslararası Ticaret, Business Administration, International Trade
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2020
- Dil: İngilizce
- Üniversite: Internatıonal Busıness School
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
American origin car brands significantly have less market share than European and Asian origin car brands. Turkish automobile market is an extremely challenging market which has several actively operating car brands. American origin car brands have been in Turkey since 1940s, their rivals have passed them in terms of sales. The author decided to examine and inspect the customer tendencies on cars and perceptions on American origin car brands to discover reasons behind this situation. Also, marketing activities are considered as the main factor for this trend. The existing literature was reviewed to define key concepts about the topic. Then, mixed method strategy was used to gather primary data. This research strategy provides better understanding, since interviews were conducted with the experts in automobile industry to gather qualitative data. In addition, secondary data collection was issued. In order to gather quantitative data a structured questionnaire was conducted. By combining the three methods, the researcher gained more relevant information about the topic. Due to the conducted methods, expectations of people from cars determined significantly higher than their perception on car brands. People want to gain more by paying less. Functions of cars' importance is considerable as an essential factor while decision-making process. Also, American origin car brands' brand awareness is extremely low, since their wrong implementations of marketing activities. Marketing activities which are effective on brand awareness and brand value creation is a key element for American origin car brands.in this regard, branding, positioning and pricing strategies of them play tremendous roles. Moreover, the existing literature do not have relevant information about the topic and there is a lack of American origin car brands which are actively operating in terms of selling brand new cars and services. Further research is suggested since a larger population can have effects on the data.
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