Özet:
In the last few decades, the bathroom space and its elements began to gain new meanings. Especially industrialization, new constructions, changes in ways of life, cultural values, and social habits are basic' factors influencing the new bathroom designs. People who keep improving and renewing themselves has a new understanding of bathroom other than just meeting the need of cleaning, but also a space where the body and soul can relax. Today's concept of bathroom space is applied to the practical life through careful study of crucial criteria about its designing and production. New materials, changes in architectural standards, technological innovations, and improvements of designers who prepare the bathroom designs with some aesthetic views cause some movements in the construction sector. This sector is analyzed in terms of two different markets of seramic vitrified products in this study. One market is the new constructions and the other is the renewal market. These two markets necessitate different services and marketing activities concerning product attributes and their promotions. This study aims to determine the consumer behavior in seramic vitrified products in order to capture the key points of their needs and desires and to fulfill them with right product attributes. The role structure in the decision making process of vitrified products among family members and some outside agents as decorators and contractors is analyzed. The criteria used in evaluating the alternatives in seramic vitrified products are pointed out in terms of their importance given by different consumer groups. The information sources through which marketers can reach the consumers in most effective ways are investigated. Finally the most preferred brands in the market and also the post-purchase consumer behavior are analyzed. The findings are used to present certain implications which may highlight the manufacturers and the marketers in the sector of vitrified products.
