TÜKETİCİLERİN YENİ NESİL AKILLI TELEFON TERCİHİNDE ÖNE ÇIKAN KRİTERLERİN BELİRLENMESİ: ANADOLU ÜNİVERSİTESİNDE BİR UYGULAMA

Amaç- Mevcut çalışmanın amacı tüketicilerin yeni nesil akıllı telefon seçimlerinde etkili olan fayda ve haz temelli kriterlerin ağırlıklandırılması ve seçim noktasında alternatiflerin sıralanmasıdır. Literatür taraması ve akademisyen görüşlerine başvurularak toplamda 4 ana kriter ve 14 alt kriter belirlenmiş ve Türkiye Pazar payı en yüksek olan 4 marka çalışmada değerlendirilmiştir.Yöntem- Analiz için bütünleşik AHP-VIKOR yöntemi uygulanmıştır. AHP anketiyle toplanan veriler neticesinde bütün ana ve alt kriterlere ait öncelikler belirlenmiştir. Ardından bu öncelikler kullanılarak VIKOR yöntemi ile markalar sıralanmış ve öne çıkan kriterler belirlenmiştir.Bulgular- Ana kriterlerden Ürün Özellikleri tüketiciler için en önemli kriter olmaktadır. Alt kriterler incelendiğinde ise Uygunluk, Markanın Etkisi, Kullanım Faydası, Keyif Alma ve Yazılım ve Donanım Özellikleri alt kriterleri öncelikli olmaktadır. Sonuç- Mevcut çalışma beslendiği modeller çerçevesinde akıllı telefon tercihinde ürün özellikleri dışında diğer kriterleri de kapsamında tutarak bu alanda özgün bir bakış açısı sunmaktadır.

Anahtar Kelimeler:

Çok kriterli karar verme, AHS, VIKOR, akıllı telefon seçimi

IDENTIFICATION OF PROMINENT CRITERIAS IN THE SELECTION OF NEW GENERATION SMARTPHONES: AN APPLICATION IN ANADOLU UNIVERSITY

Purpose- The purpose of the current study is to weight utilitarian and hedonic criterias affecting the customer’s new generation smartphone selection and to array alternatives at the selection point. By appealing litrerature review and academician opinions, 4 main criterias and 14 subcriterias are specified and 4 brand that have the highest market share in Turkey are evaluated as alternatives at the study.Methodology- An integrated AHP-VIKOR approach is used for the analysis. With the data collected by the AHP questionnaire, priorities belonged to all main and subcriterias are specified. Then by using these priorities, Brands are sorted with VIKOR method and criterias becoming prominent at the decision point are specified.Findings- From main criterias, Product Aspects seems to be the most important criteria for the customers. When looked over subcriterias, Convenience, Brand Effect, Usage Benefit, Enjoyment, Hardware and Software Properties subcriterias are prominent at the customer’s decision point. Conclusion- Within the frame of contributory models, current study presents a perspective which is genuine in the field by taking both functional and other criterias affecting smartphone selection in the scope.

Keywords:

Multi criteria decision making, AHP, VIKOR, smartphone selection,

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