Mapping the Effect of Corporate Reputation Perception on the Intention to Buy with Decision Tree

Businesses are in competition with other businesses in order to survive and achieve success. Reputation, which is a tool for competition in all sectors, affects the future of enterprises. The perception of corporate reputation created by enterprises has an important role in determining the purchasing preferences of customers. In this study, the results of a mistake, made by an international tire manufacturer in marketing and promotion process, were investigated. After the mistake, the perception of the customers about the brand and the effect of this perception on the purchase intention were examined. The research was carried out with the data obtained from the customers who volunteered in the dealers selling the products of this brand. The responses of 397 participants were evaluated at the study. Reputation perception score and re-purchase intention of the customers regarding the brand were investigated by decision tree method from data mining techniques. The intent of buying the customers, according to the status of being aware of faulty advertisement and brand reputation score has been determined. Although products of this brand are preferred in Turkey, Customers are adversely affected from the incorrect advertising films. Predicting customer preferences, maintains its attractiveness and importance. This study is expected to contribute the literature on corporate reputation perception and data mining.