Analysis of automobile purchasing tendencies of farmers, self employed and employees within the framework of behavioral economics: The case of Thrace region

Behavioral economics argues that consumers and businesses do not always make rational decisions, contrary to classical economic assumptions. It emphasizes the significance of emotional, social, and psychological factors in the decision-making process of consumers and businesses. Behavioral economics is of great importance in understanding consumer behavior and developing marketing strategies. The aim of this research is to examine the car purchasing decisions of farmers, self-employed individuals, and employees living in the Thrace region within the framework of behavioral economics. A survey was conducted on a total of 900 individuals, comprising 300 self-employed, 300 farmers, and 300 wage earners residing in Tekirdağ, Edirne, and Kırklareli provinces. To identify the factors influencing consumers' car purchasing decisions, the "Consumer Car Purchase Behavior Scale" was developed. Exploratory and confirmatory factor analyses were employed to determine the sub-dimensions of this scale and test the construct validity of the derived dimensions. Independent sample t-tests and ANOVA tests were conducted to examine differences in the factors influencing consumers' car purchasing decisions based on various factors. The analyses revealed significant differences in the factors influencing consumers' car purchasing decisions across socio-demographic characteristics. It is believed that the research could assist businesses in better understanding consumers' decision-making styles and in developing more relevant marketing strategies to reach their target audiences more effectively.