CONSUMERS WHITE AUTOMOBILE PURCHASE BEHAVIOR: TURKEY AUTOMOBILE MARKET APPLICATION WITH SWARA METHOD

The automobile industry is one of the leading commercial markets around world. In this enormous market, countries, companies, and manufacturers compete boldly to increase their international market shares. great competition, there are centuries old giant companies such as Mercedes, BMW, Volkswagen, Opel, well new brands Tesla, Renovo, Tritonev. Turkey significant where these competing fiercely. When analyzed, preference Turkish consumers draws much attention. This color preferences purchasers. Considering sales figures previous years, white above 50% rate regardless brand model. objective study investigated why prefer color. study, SWARA method, MCDM method used analyze preferences. findings show that aesthetic perceptions in purchasing automobiles. results allow us draw implications for behavior global concept marketing.