Brand loyalty in industrial market: An application on taxi cars

The fierce competition experienced in global economy necessitates innovative marketing strategies to affect positively customer perceptions in industrial markets. As automotive market plays a leading role in global economical growth, the relations amogst product, price, promotion and distribution constitute a basic foundation to drive customer's perception in both industrial and final customers portfolio. Thus, to examine deeply the above relations will provide essential contribution to market players. Notwithstanding the number of studies in this field, the ones which specificly focus on taxi drivers are so rare. Today, motor vehicles are rather considered as needed product in particular. To this end, taxi drivers are emphasized, more than ever, as strategical customer by every car brand. This study examines the brand loyalty and buying intention of taxi drivers based on perception of quality, trust in brand and perceived price of cars that they experience. In this context, filling an important gap in this particular field is aimed. Most recently, the Turkish Government has enacted a legislation of tax exemption for renewal of taxi cars in 3 years. This study coincides with that period in which the legislation accelerates the renewal of taxi cars. Hence, this study presents a meaningful insight. Keywords: Trust in Brand, Brand Experience, Buying Intention, Brand Loyalty, Brand Preference in Industrial Markets.