Analysis of the Dynamics Effects of Marketing and Consumer-based Factors on Business Performance through Analytics Models

The selection of the marketing activities to be carried out and the effects of this selection on the company performance, in the long run, are crucial in the automotive industry, one of the most competitive industries in the world economy. The project “Analysis of the Dynamics Effects of Marketing and Consumer-based Factors on Business Performance through Analytics Models,” coordinated by Prof. Dr. Nimet Uray, Head of the Department of Business Administration at Kadir Has University, seeks an answer to the questions of the industry in this respect.

The marketing investments of a company constitute a significant part of its budget. The investments made in competitive markets at both global and local levels, particularly the automotive sector, with a total size of about USD 4 trillion representing about 5 percent of the world economy, have a significant share of these investments. Considering the extent of such assets at this level, the ability to assess the return from these investments and doing strategic planning for the future efficiently and the allocation of the marketing budget to the marketing activities in a more productive manner would bring a significant size of economic contribution at micro and macro levels!

Therefore, the answer to the question “What is the impact of the size of the investment in a marketing activity on the company performance in the long run?” would significantly contribute to a company making it able to plan its marketing investments, focus on such investments that are the best for its performance when predicting the marketing strategies, and make the best of the total investments.

The project called “Analysis of the Dynamics Effects of Marketing and Consumer-based Factors on Business Performance through Analytics Models” coordinated by Prof. Dr. Nimet Uray, Head of the Department of Business Administration at Kadir Has University, is intended to find answers to the respective questions and, fill an important gap in the literature.

Based on the secondary data as monthly/quarterly for the period between 2010 and 2018 and, making use of the questionnaires that is to be carried out with the customers of the respective companies / brands in collaboration established with institutions such as automotive corporations and, research companies providing data on advertising spends, this project is entitled to the funding from TÜBİTAK 1001 Program – Supporting Scientific and Technologic Research Projects. The project funded by an amount of TL 552,844 will continue to be carried out until March 1, 2022.

Prof. Dr. Burç Ülengin from Istanbul Technical University and Prof. Dr. Füsun Ülengin from Sabancı University are the participants of this project coordinated by Prof. Dr. Uray. As the other participants of the project, Kübra Sirkeci, a doctoral student at the Department of Business Administration, Kadir Has University, and Hidayet Beyhan, a doctoral student at Istanbul Technical University are the doctoral scholarships students, and Dilek Uğur is a scholarship student from the TÜBİTAK Star Interns Program.

The project’s main purpose is to develop an econometric model that analyzes the impact of the strategic marketing activities, where marketing-related resources and talents are primarily used, on the company performance directly and through customer satisfaction, based on the companies/brands at the segment C in the passenger vehicle sector, and predict this model making use of alternative data analysis methods, Prof. Dr. Uray underlines. Based on the objectives in line with this main purpose and, the findings from the research, the focuses are listed as follows:

For automobile companies/brands;

1. Identify and predict the impact of the marketing-related resources and capabilities on the level of strategic marketing activities,

2. Identify and predict the long-term impact of the level of the strategic marketing activities on customer satisfaction,

3. Identify the long-term impact of the level of the strategic marketing activities on the key performance indicators in the operating scope of a company,

4. Identify the role of customer satisfaction in the impact of the level of the strategic marketing activities on the key performance indicators in the operating scope of a company,

5. Identify the factors that positively impact the performance indicators in the operating scope in the long run and reveal some concrete priorities regarding investments in marketing activities.

The model and alternative models that will be designed at the end of this project, the data collection phase of which has been almost completed, will be significant guidance shedding light on efficient use of resources for not only each company under the project scope but also the entire market.