TÜKETİCİLERİN ELEKTRİKLİ ARAÇ TERCİHLERİ: LİTERATÜR TARAMASI VE TÜRKİYE’DE TANITIMINA YÖNELİK ÖNERİLER

Elektrikli otomobillerin geleceğin teknolojisi olduğu bir gerçektir. Hem verimlilik açısından hem de fayda açısından tüketicilerin yakın bir gelecekte tercih edecekleri otomobil türleri arasında yer alacağı tahmin edilmektedir. Sürücüsüz otomobil teknolojisi ile birlikte piyasaya sürülen araçların geleceğinin olduğu bilinmektedir. Hatta yakın gelecekte Almanya 2030 yılında, Hollanda ve Norveç 2025 yılında, Fransa ve İngiltere ise 2040 yılında benzinli ve dizel araç satışlarının yasaklanacağını resmen duyurmuşlardır. Böyle bir piyasada elektrikli araçların araştırılması ihtiyacı doğmuştur. Türkiye’de üretimi için talimat verilen ve yaygınlaşması beklenen elektrikli araçların tercih sebepleri ile ilgili daha önce yapılmış olan araştırma sonuçlarından faydalanarak öneriler getirilmiştir. Bu kapsamda Dünyada ve Türkiye’de elektrikli araçlar ve türleri ile ilgili yapılmış olan, erişilebilen tüm çalışmalar değerlendirilmiştir. Elektrikli otomobil tercihlerinde kültürel farklılıkların, çevresel faktörlerin, ekonomik ve sosyal faktörlerin etkilerinin olacağı düşünülmektedir. Elektrikli araçlar konusunda yapılacaklar listesinin başında öncelikle tüketicilerin bilgilendirilmesi gerektiği sonucuna varılmıştır. Yapılan araştırmalar da göz önüne alındığında; bilgilendirmenin detaylı şekilde yapılması gerektiği, elektrikli araçların türleri ve kullanım şekillerinin detaylı şekilde tüketicilere aktarılması gerektiği sonucuna varılmıştır. Ayrıca elektrikli araçların tüketiciler tarafından tercih edilmesi için var olan alışkanlıklarının yanında ek fayda sağlanması; şarj süresi, şarj istasyonu sayısının azlığı gibi olumsuz etkenlerin öncelikli olarak çözülmesi gerekmektedir. Elektrikli araçların tanıtım faaliyetlerinde maliyet avantajı konusu üzerinde özellikle durulması gerekmektedir. Aynı zamanda tanıtım faaliyetleri kapsamında çevre bilincinin aktarılması gerekmektedir. Bir diğer taraftan bakıldığında bu öneriler ışığında otomobil markalarının üretim bandının genişletilmesi ve pazarlama planlarına elektrikli araçları da eklemesi gerekmektedir. Tüketicilerin tercihlerinin ne yönde olacağını anlama hususunda geniş çaplı ampirik çalışmaların yapılması önerilmektedir. Bu sayede kültürel farklılıkların belirlenmesi ve çevre konusundaki hassasiyetin ve en önemlisi de elektrikli araç farkındalığının yaratılması öngörülmektedir.

Anahtar Kelimeler:

elektrikli araçlar, pazarlama, tüketici tercihleri, yeşil pazarlama, sürdürülebilirlik

CONSUMER PREFERENCES FOR ELECTRIC VEHICLES: LITERATURE REVIEW AND SUGGESTIONS FOR PROMOTION

Electric vehicles become a widespread technology all over the world and they are expected to be one of the popular technologies in near future. Consumers will prefer electric vehicles not only an ecological option among automobiles, but they also provide very good performance and fuel cost efficiency. Some of the Europe countries such as Germany, Netherland, Norway, France and England intend to prohibit gasoline and diesel fuels until 2040. In spite of this growing market, there is a lack of research has been done in this area. This study provides a comprehensive literature review on the basis of international and national researches, and suggestions according to these researches for the purpose of promoting electric vehicles in Turkey. Cultural differences, environmental concerns, and socio-economic factors might be effective on consumer preferences about electric vehicles. Furthermore, knowledge level of consumers is still so low; especially the issues related to usage and technical differences between electric vehicle types. According to the past studies, awareness and knowledge are the most urgent problems that need to be solved with some promotion tools. Infrastructural facilities such as charging stations also need to be increased in number and performance. Promotion activities should focus on spreading environmental awareness and cost efficiency. Beside that, automobile brands should provide more electric vehicle options and add these options to their marketing strategies. This study suggests that empirical studies about understanding consumer preferences needs to be widen for determining the cultural differences and raising awareness about environmental concerns, and as the most important consequence; spreading the awareness of electric vehicles.

Keywords:

electric vehicles, marketing, consumer preferences, green marketing, sustainability,

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