Consumers' intention to purchase domestic automobiles: A qualitative research in the context of technological ımage and brand awareness

Işık, M. (2025). Consumers' intention to purchase domestic automobiles: A qualitative research in the context of technological ımage and brand awareness (Unpublished master's thesis). Sakarya University. This thesis aims to investigate the effect of technological product image and brand awareness on the purchase intention of domestic cars. The primary objective of the study is to understand how the technological features, brand perception, and user experiences of TOGG, Turkey's first domestic and electric car, influence the purchasing process. In this context, the study seeks to analyze the perceptions and images created by a domestically produced car and how these factors impact purchasing behavior. The significance of the research lies in its contribution to understanding the consumer behavior effects of Turkey's domestic car initiative and its potential to enrich the literature in this field. As an innovative and environmentally friendly product, TOGG provides valuable insights into how domestically produced and electric vehicles are perceived within the automotive industry. Thus, the findings of the study serve as an essential guide for domestic car manufacturers and companies developing marketing strategies. The research follows a qualitative design. Data were collected through semi-structured interviews with 15 participants who own TOGG vehicles. The interviews were conducted on a voluntary basis, ensuring the confidentiality of the participants' responses. The responses were audio-recorded and later analyzed using content analysis. During thematic analysis, key themes such as technological advancement, innovative design, environmental friendliness, performance, and perceptions of domestic production were identified. The findings reveal that TOGG possesses a strong technological image and positive brand perception. Participants praised features such as battery capacity, long-range advantages, fast-charging capabilities, and user-friendly technological equipment. Furthermore, the domestic production of the car instills a sense of national pride among consumers, while its environmentally friendly features strengthen purchase intentions. However, some participants expressed concerns regarding price and performance. The results indicate that a domestically produced electric vehicle can achieve competitiveness in both national and international markets, and that consumer perceptions of domestic production significantly influence purchasing decisions. This research provides valuable contributions to understanding the role of brand awareness and technological image in the domestic automotive sector.