Tüketicilerin Teknolojik Ev Aletleri Satın Alma Kararlarında Web Sitelerinin Önemi

Before consumers make a decision to purchase the products they need, they search for information and make their final decisions and choices by comparing alternative products, if any. In the age we live in, digital marketing tools are used effectively to facilitate consumers' search for information. One of these tools is the websites of businesses. Thanks to these sites, the process of determining alternatives and making purchasing decisions can be managed quickly. In this context, the purpose of the study is to determine the criteria that can increase quality and to rank the brands in line with the information search made by consumers on websites when making their decisions to purchase technological household appliances. In the study, firstly, five brands with the highest market share in the technological home appliances (white goods) market in Turkey were selected and their web pages were examined. The AHP method was used in the selection of criteria. The ranking of the brands was carried out using the PROMETHEE Method in line with the determined criteria. As a result of the study, it was concluded that the design of websites and the level of meeting customer expectations are effective in purchasing decisions.