Conjoint analysis in industrial purchasing decisions and an application in the excavator purchasing decision of the general directorate of Turkish Coal Mine Companies

Today the abilility of companies to survive in current markets or to penetrate into new ones depends on the attributes of the goods and services that they provide. Companies that determine the attribute combinations rationally and decide on the possible changes in these combinations in a timely manner have a high chance of success in the market.Developments in information technologies increase consumer awareness about the attributes of goods and services. As a result of these developments; in the quest for maximum benefit, consumers, with a high level of conciousness, who identify their expectations, investigate and question have arisen. As far as the producers are concerned, the developments in information technologies has led to the development and solving of new methods that make it possible to observe consumer behaviours.It is obvious that purchasing decisions of industrial buyers are more complex than the purchasing decisions of end-users. The purchasing decisions of industrial buyers require an objective, analytical and applicable analysis. This analysis should include, in the decision making process, everyone who may be affected by purchasing decision, and be based on participation in purchasing decisions.The number of studies that seeks to model the customer preferences on consumption goods and servies using conjoint analysis has been increasing recently. The findings of this study is essential to every decisionmaker at every level. In an attempt to model purchasing behaviour in the consumer market by conjoint analysis, the expectations and preferences of end users on a good or service may be adequate. Within an organization employees are also the consumers of an industrial good or service. Taking into consideration the high number of decision makers, the structural difference of industrial demand and the complexity of the behaviours of industrial buyers in the industrial markets, this study attempts to derive essential information about organizational purchasing decision by using conjoint analysis.Keywords: Industrial Markets, Industrial Purchasing, Conjoint analysis, Purchasing Decision, Choice Based Conjoint.