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    Consumers' smartphone preferences in Turkey during the COVID-19 pandemic
    (Inderscience Enterprises Ltd, 2022) Telli Yamamoto, Gonca; Aydın, Samet; Duzgun, Fehim; Telli, Eda
    With its high population and high rate of young population, Turkey has an important potential in the field of consumer electronics. During the COVID-19 pandemic period, individuals' purchasing power decreased due to economic contractions in every country and individuals showed a more frugal attitude. This study aims to evaluate the Turkish smartphone market and understand the consumer preferences toward smartphones during the pandemic. For this purpose, a conjoint analysis was conducted by obtaining data from 452 respondents who were asked to evaluate products according to their brand, price, second-hand value, camera quality, and storage capacity. As a result of the analysis, it was revealed that the brand, price, and camera features had the highest utility scores reflecting the preferences of the Turkish consumers. Moreover, Chinese and Turkish brands were found to still hold a disadvantageous position in consumer perceptions having negative utility scores.
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    PERFORMANCE OF SALES PERSON IN A SMARTPHONE MARKET IN TURKEY
    (NATL BANK UKRAINE, UNIV BANKING, KHARKIV INST BANKING, 2018) Yamamoto, Gonca Telli; Duzgun, Fehim
    Smartphone market is growing very quickly with embedding new technologies. Many global and local brands are entering aggressively to Turkish market. In Turkey, there are different channels for this business; technology superstores', telecom retailer and mix retail channel. Mainly 3 technology chains have around 200 important shops. Telecom retail channel has around 8.000 shops with different operators and different owners which needs long-term investment, Mix channel also has around 11.000 independent stores which needs high field force investment to contact with all independent dealers. We may say that technology superstores seems more suitable for fast growing brands, Because technology superstore channel has only 200 stores with high capacity which can be controllable more easily. All brands are looking for a way to raise their sales and make the correct sales activities to be able to compete in the competitive smartphone market. Due to sales person is one of the key points that faces the consumer in the shops and ends the sales, companies positioning sales person (promoters) in technology chain stores. Additional to positioning sales person, companies provide sales promotions to sales person as tool to increase sales performance. We may list sales promotions as; price discount, bundle gift, marketing activities -to attract customer to stores- sales person bonus incentive, in store marketing material and activities. Sales person is the first point that facing with consumer in the retail store. Furthermore we believe sales person's opinion is very valuable while defining sales actions for the companies in smartphone market. In this study, survey is executed with sales persons (sales staff, promoter) to fmd out sales person idea to improve sales performance and budget allocation about shop's sales activities. We believe this study will guide and help smartphone companies for planning their sales promotion & activities and sales budget allocation.