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MENŞE ÜLKE ETKİSİNİN TÜKETİCİ ALGILAMALARI VE DAVRANIŞLARINA YANSIMALARI: İNGİLTERE PAZARINDA TÜRK VE ALMAN MARKALARININ KARŞILAŞTIRILMASI

THE REFLECTIONS OF COUNTRY-OF-ORIGIN EFFECT ON CONSUMERS' PERCEPTIONS AND BEHAVIORAL INTENSION: A COMPARATIVE STUDY IN UK MARKET"

Journal Name:

  • Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2008
Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
This study investigates the reflections of 'country-of-origin effect' on consumers' brand perceptions and their behavioral intensions. In this context, a research design was formed to measure the perceptions and behavioral intensions towards both Turkish-origined and German- origined brands in the sector of durable household appliances such as television, refrigirator, etc. Data was collected from 274 British consumers through face to face intervies by using a structured questionnaire. The findings of the data were evaluated in terms of designing an international or global competitiveness. t test and regresion analysis were employed to analyze the data. The findings reported in this study stated that consumers' behavioral intentions have emerged as a function of country of origin evaluations Turkey, as an example in this research, was negatively evaluated by British consumers and their behavioral intentions appeared negatively. Also, brand perceptions and brand personality expressed by British consumers were relatively negative. For Germany all evaluations were positive and behavioral intentions of consumers occured positively. The result of this study states that competitiveness in international markets does not just arise from conventional marketing strategies. Besides, businesses or brands need to be covered by higher-level strategies that will function as an umbrella strategy. Based on the findings of this study, image management with long-run efforts for a country and its name represents a leading umbrella strategy for competitiveness in international markets.
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Abstract (Original Language): 
Tüketici karar verme sürecinde menşe ülke etkisi belirgin bir role sahiptir. Bu çalışmanın amacı tüketicilerin marka algılamaları ve satın alma niyetlerine menşe ülke etkisinin nasıl yansıdığını incelemektir. Bu çerçevede İngiliz tüketicilerin Türk menşeli malları nasıl algıladıklarını ölçmeyi amaçlan bir araştırma tasarımı geliştirilmiştir. Türk menşeli ürünlere yönelik değerlendirmeleri daha net bir şekilde tespit edebilmek ve karşılaştırma yapabilmek için anket formunda ayrıca Alman menşeli ürünler ve beyaz eşya sektöründen bir marka hakkında ilgili sorular yer almıştır. Anket uygulamasında 274 İngiliz tüketiciyle görüşülmüştür. Analizler sonucunda elde edilen bulgular, Türk işletmeleri için uluslararası pazarlarda rekabet gücü tasarımının nasıl yapılabileceği sorusu çerçevesinde değerlendirilmiştir. Uygulanan istatistik analizler sonucunda, araştırma kapsamında görüşülen İngiliz tüketicilerin Türk ve Alman markaları için ortaya koydukları değerlendirmeler ve oluşan davranışsal niyetleri menşe ülke etkisinden bağımsız kalamadığı görülmüştür. Her iki ülke için benzerlik taşıyan bir biçimde, tüketicilerin menşe ülkeye ilişkin değerlendirmeleri ile o ülkelerin markalarına atfettikleri kişilik ve markayı algılama biçimleri arasında belirgin paralellikler gözlenmiştir.
FULL TEXT (PDF): 
PDF icon arastirmax-mense-ulke-etkisinin-tuketici-algilamalari-davranislarina-yansimalari-ingiltere-pazarinda-turk-alman-markalarinin-karsilastirilmasi.pdf
  • 3
153-177
  • Turkish

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