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ÜRÜNLERİN ÜRETİLDİKLERİ ÜLKELERE YÖNELİK BİLGİ VE TÜKETİCİLERİN ÜLKE İMAJI, FİYAT ADALETİ İLE FİYAT‐KALİTE ŞEMASI ALGILAMALARI ARASINDAKİ FARKLILIKLAR

EFFECT OF PRODUCTS’ COUNTRY OF MANUFACTURE INFORMATION AND DIFFERENCE BETWEEN COUNTRY IMAGE, PRICE FAIRNESS, AND PRICE‐QUALITY SCHEMA

Journal Name:

  • Pazarlama ve Pazarlama Araştırmaları Dergisi

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Marketing academics have long been interpreted the effect of countries and their images within the scope of consumers’ preferences. Since price and quality are leading marketplace cues among other factors, the influence of “made in” information in evaluating products is needed to be specifically focused. In this study, through a survey based on the two‐group design (“made in Germany” vs “made in China”), primary data from 312 women living in Mersin has been collected and the data was used to test the difference between two countries that manufacture the same cosmetic product by means of macro and micro country image, price fairness, and price‐quality schema. The multivariate test results (MANCOVA) showed that macro and micro country image, price fairness, and price‐quality schema significantly differ between given countries.
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Abstract (Original Language): 
Pazarlama akademisyenleri uzun süredir ülkelerin ve ülkelerin etkilerini tüketici tercihleri bağlamında yorumlamaktadırlar. Fiyat ve kalite, pazar ile ilgili ipuçlarının en başında gelmesinden dolayı, ürünleri değerlendirmede “üretim yeri” bilgisinin etkisine özellikle odaklanılması gerekmektedir. Bu çalışmada iki gruplu deneysel tasarıma (“Almanya’da üretilmiştir” ve “Çin’de üretilmiştir”) dayalı anketler yoluyla Mersin’de yaşayan 312 kadın tüketiciden veriler elde edilmiş ve aynı kozmetik ürününü üreten iki ülke arasında, makro ve mikro ülke imajı, fiyat adaleti algısı ile fiyat‐kalite şeması bağlamında farklılıklar test edilmiştir. Çok değişkenli test sonuçları (MANCOVA), iki ülke arasında makro ve mikro ülke imajı, fiyat adaleti algısı ile fiyat‐kalite şeması açısından anlamlı farklılıklar bulunduğunu göstermiştir.
FULL TEXT (PDF): 
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  • Turkish

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Ürünlerin Üretildikleri Ülkelere Yönelik Bilgi ve Tüketicilerin Ülke İmajı, Fiyat Adaleti İle Fiyat‐Kalite
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