A Study on the Kazakhistan consumers` preferences in buying white goods and on determining their tendencies towards Turkish products in this industry

ABSTRACT The members of modern society spend most of their lifetime by dealing with consumption or consumption related matters. As a result of that natural process, the concept of consumption arises, and people plays in a role of "comsumer". The consumer is the most important subject of economic life, since the consumption is the inevitable and the last stage of economic activities. That phenomenon brought the concept of "comsumer behavior" to a considerable position in marketing science, reasonable to the current condition. The consumer had appeared to be the core point of the modern marketing intellect. The firms performing in today's competitive environment become successful in a degree they designate the demands and need sof the consumers in the most proper way. In this study, the Kazakistan consumers are examined. Especially the factors affecting their consumption of white goods are tried to be revealed and their tendencies to Turkish made productions in that industry are tried to be examined. The reason of selecting Kazakhistan as an application part of that research is that, despite the rapid changes that Kazakistan and other former USSR countries live in the past few years, there is still a lack of sufficient knowledge of markets and marketing researches in these countries. In addition to this, the reason to deal with white goods sector is the high export potantial of that sector in Turkey depending on technology. Firstly, some basic theoretical knowledge of consumer behavior is stated in this research. Then after consumption fact is mentioned the subjects like the factors affecting consumer behaviors, decision making process of consumer and consumer research in marketing are evaluated. While in the sixth chapter, Kazakhistan country report is given, the 7th chapter brings a general evaluation of the global and Turkish white goods industry. In the last chapter, the application is given a place in the research. ®®K0BSA«TASYON MESUCm Vll