Customer expectations from auction log sales: The case of Ankara Regional Directorate of Forestry

Abstract

This study aimed to elicit the profile of the customers participating in the auction of industrial wood sales in Ankara Regional Directorate of Forestry (RDF), their demands, expectations, and satisfaction from the log sales and sales parties, and their problems. The research data were collected through sales files, two surveys and observations of sales lots in sales depots for 54 auction sales done in a 14-month period between March 2017 and May 2018. A sales survey study was conducted with 147 customers, a company survey was conducted with 37 companies, and observations were made on the quality of 1840 sales lots in sales depots. It has been observed that the buyers of Ankara RDF log sales are generally forest industry organizations in the region that processes timber, but these customers also purchase from other nearby regions. Customers' main problems and expectations regarding sales lots focus on the supply gap, compliance with standards, quality, and measurement errors. Customers want the sales lots to contain goods of the same quality, diameter and size class. In addition, customers' attitudes and expectations overlap with similar studies and forestry enterprises at some points, while differing in others. As a result, it is recommended that each RDF of General Directorate of Forestry prepare their own marketing programs to monitor and satisfy their own customers.

Keywords

• orman ürünleri pazarlaması
• piyasa beklentileri
• satış partileri
• müşteri özellikleri
• marketing of forest products
• market expectations
• sales lots
• characteristics of consumer