EVALUATION OF CONSUMERS' PREFERENCES OF AUTOMOBILE WITH MULTI-CRITERIA DECISION-MAKING TECHNIQUES

Abstract

Today, a wide variety of car brands and models are offered to consumers in terms of physical features and shape. The aim of this study is to evaluate the features that consumers look for when purchasing a car and the vehicles in the same segment. The criteria obtained in the study were obtained by working with the experts who are in direct contact with the end consumer in the field, and the vehicles used were called C SUVs in the same segment with the help of the same experts. For this purpose, it was formed from 9 criteria: fuel consumption, carbon emission, acceleration, engine power, luggage volume, body length, maximum speed, motor vehicle tax and price. These 9 different criteria, which constitute the features that consumers are looking for, are weighted with the AHP method. Alternatives created by 7 different cars in the same segment were listed separately by TOPSIS, VIKOR and EDAS methods and the best alternative was determined. All the results resulting from the sequence of the methods were combined with the COPELAND method and a single result was obtained. According to the COPELAND score, Arb _1, Arb _2 or Arb _4 were determined as the best alternative.