Consumer attitudes and strategic marketing in the adoption of autonomous driving technologies

The aim of this study is to gain an in-depth understanding of consumers' attitudes, perceptions, and trust levels towards autonomous driving technologies in Turkey. This thesis also provides recommendations for strategic approaches and regulations necessary to increase consumer acceptance of autonomous driving technologies in Turkey. In the first phase of the research, a survey was conducted with approximately 200 participants to collect data. In the second phase, semi-structured interviews were carried out with 20 individuals selected based on specific characteristics related to their attitudes towards technology. The qualitative data obtained were analyzed using Thematic Analysis to evaluate participants' attitudes towards technology, their awareness of autonomous driving technologies, their trust perceptions, and the potential for these technologies to be integrated into daily life. The findings indicate that participants generally find autonomous driving technologies beneficial, but factors such as loss of control, safety concerns, and infrastructure deficiencies negatively affect their trust. It was observed that among the participants, those who approached autonomous driving technologies more positively did so after hearing from friends, obtaining information through news and videos, or directly experiencing the technology.