Tüketicilerin Akaryakıt İstasyonu Tercihini Etkileyen Faktörlerin Analitik Hiyerarşi Prosesi Yöntemi ile Tespitine Yönelik Ankara İlinde Bir Araştırma
An Investigation For Consumers’ Gas Stations Selections Using The Analytical Hierarchy Process (AHP) Approach

Summary/Abstract: Today, with the competition in the fuel-oil market in Turkey, it becomes of greater significance for gas stations to develop strategies which fit into this changing consumer profile, determine their changing needs and meet these needs in beating their competitors. For this reason, the aim of this study is to identify factors influencing gas station preferences and determine to what extend consumers’ environmental attitude and behavior affect gas station preferences. For data collection, face to face survey method was conducted in the city of Ankara on 400 consumers, chosen by convenience-sampling. To identify the factors influencing consumers’ gas station preferences, collected data was applied Exploratory Factor Analysis. Then 150 consumers, chosen by convenience sampling, in order to determine relative importance weights of these factors. Collected data was applied Analytic Hierarchy Process (AHP). Analysis results reveal that sales promotion, price, payment opportunities factors are the most effective factors on gas station preferences. Also we found that environmental responsibility and transparency and environmental practices considerably affect environment conscious consumers’ gas station preference.

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