Consumer behavior analysis and marketing communications strategy development: the case of Citroen Xantia

Abstract

The Turkish car market is becoming more and more volatile ihrough (he years, fhe growth polential had attracted many firms to the market beldrc 196 1, - lie 199-1 ciisis resulted with nearly fifty percent decrease in sales. Market conditions and competitum have begun to change recently by the recent introduction of new models, feasibility studies and investments of world giants to enter the market and the Customs Union which decreased the customs tax on import cars. Baylas entered the market with Citroen al 01.07,1995 While working with automotive companies in summer training 1 found out that tlie small scale import firms are not performing their marketing communication business with appropriate marketing and consumer behavior analysis. In this thesis it is argued that a consumer behavior study is crucial for a firm to find out the differentiation points that are significant in the eyes of the consumers. It is also discussed that the adaptation of consumer orientation, which takes the current needs and perceptions of the consumers into consideration, is crucial for the success of the communications strategy, which is a sustainable differentiation factor. Therefore a mai keting research has been conducted for the car market in order to better understand the needs of the consumers, to find out significant dilferences as well as similarities among consumers. Depending on the marketing research conducted a target segment is identified and alternative communication and marketing recommendations are given to the maikcting department o f Citroen Xantia.