Comparison of demand analysis approaches in auction sales and marketing management: The Case of Çerkeş Forest Enterprise

Abstract

Research areas of the study is Çerkeş Forest Enterprise. In the study, demand of logs of third class normal length (3SNB) Austrian pine, Scotch pine, and fir logs included in the 13 sales by auction conducted between 2017 (May) and 2018 (June) were investigated. The main aim of the research is to calculate the demand functions of the products examined, to compare the functions regarding characteristics of statistic and economic by using two different approaches defined as “total sales volume” and “total offer level” and the data sets produced from the same sales. Secondary aim of the study is to discuss the possibilities of using the appropriate demand functions for improving the marketing programs. Multiple correlation and multiple linear regression analysis were used in the research. As a result, it has been determined that multiple correlation and regression analyzes based on the data produced with the total offer levels approach can produce the log demand equations for Austrian pine, Scotch pine, and fir with a higher statistical confidence level and that the equations can reflect the economic rules more accurately. Negative cross elasticities calculated from demand equations generated for the Çerkeş Forest Enterprise show that the fir logs and Austrian pine logs are the complementary goods. Positive values of cross elasticities prove that Austrian pine - Scotch pine logs and fir - Scotch pine logs are substitute goods in the Çerkeş.

Keywords

• aggregate demand
• bid
• log
• elasticity
• complementary goods
• substitute goods
• toplam talep
• fiyat teklifi
• tomruk
• elastikiyet
• tamamlayıcı mal
• i̇kame mal