An examination of the factors affecting consumer purchasing decisions in the passenger tire industry – The case of Trabzon province

This study aims to examine the factors influencing consumers' purchasing decisions in the passenger tire sector. This research, conducted in the province of Trabzon, aims to analyze which criteria consumers in the region consider when choosing tires, the significance of these criteria, and which factors are more dominant in their decision-making processes. The study examines the impact of various factors such as consumers' demographic characteristics, price sensitivity, trust in the brand, product quality, after-sales services, and environmental factors on purchasing decisions. The data obtained through the survey method were analyzed using quantitative analysis techniques, and the results revealed consumer behaviors specific to the province of Trabzon. In conclusion, it was observed that price is an important factor in passenger tire purchasing decisions in Trabzon, but trust in the brand and tire performance also significantly influence preferences. The study aims to guide tire manufacturers and retailers in developing strategies to meet consumer expectations. This research provides valuable insights for both tire industry professionals and marketing researchers, offering an in-depth examination of the impact of local consumer behaviors on industry decisions.