Consistency between customer expectations from environmentally friendly cars and car producers marketing strategies: An application for Turkish automotive sector

This research has been made to contribute to the potentially developing environmentally friendly car industry in Turkey and this contribution is about environmentally friendly car preferences for customers and about the factors affecting the car production for manufacturers/relevant institutions. The study was carried out by conducting a survey to understand the customer expectations from environmentally friendly cars and how much the producers could respond to customer expectations in Turkey. By applying the customer survey (environmentally friendly car users) results and producers' expert opinions, quality function deployment (QFD) analysis provided to investigate the relationship levels between customer requirements and producer requirements in Turkish automotive sector. In this process, related literature was examined in detail and most beneficial information was interpreted to be included in the research by creating a complete integrity. In order to make comparative inferential analyzes between environmentally friendly car users and non-users, a second important questionnaire was conducted and comprehensive statistical tests were applied to understand strongly all the supportive relationships about the subject. The target in this research is to comprehend the aspect and level of consistency between the customer requirements from environmentally cars and producer strategies. Also, this research tried to show how/why this consistency reflects to environmentally friendly car purchasing behavior both for environmentally friendly car users and non-users. In this way, this research aims to be a robust and unique source bybeing a direct contributor to environment, literature and the related sector. Keywords: Turkish Automotive Industry, Environmentally Friendly Cars, Hybrid Cars, Electrical Cars, Quality Function Deployment, House of Quality, Customer Requirements for Environmentally Friendly Cars, Producer Requirements for Environmentally Friendly Cars, Marketing Strategies