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TÜKETİCİLERİN ÇOK ULUSLU ÜRÜNLERE İLİŞKİN KALİTE ALGILARI VE SATINALMA NİYETLERİ İTİBARİYLE FARKLILIKLARININ İNCELENMESİ

EXAMINING THE DIFFERENCES BETWEEN CONSUMERS'PERCEIVE QUALITY AND BUYING INTENTIONS OF BINATIONAL PRODUCTS

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Abstract (2. Language): 
Theglobalizationha sreachedapointwhereconsumersexposeawiderrangeo fbinationalproductsthan everbefore.Understandingconsumers'judgmentso fbinationalproductsiscrucialforfirmsi norderto gaincompetitiveadvantagei ninternationalmarkets.Thus,thisarticleexaminesconsumers'evaluationo f binationalproductsbyanalyzingtwobrandsvaryingi ntheirbrandimagelevelsmadei nbothdeveloped anddevolopingcountries.Theobjectiveo fthisstudyistoidentifythedifferencesbetweenconsumers' qualityperceptionsandbuyingintentionso fbinationalproducts.Thedatawascollectedfrom600 respondentsviaquestionnaire.Theresultsindicatethatfunctionalqualityisthemostimportant differentiatingvariablewherasbuyingintentionandsymbolicqualityarealsodifferentiateconsumers' evaluationo fbinationalproducts.I naddition,thestudyshowsthatcountryimageismoreeffectivei n consumers'functionalqualityperceptionswherasbrandimagedoesmatteri nconsumers'buying intentionandsymbolicqualityperceptionso fbinationalproducts
Abstract (Original Language): 
Globalleşmeilebirliktetüketicilerinkarşılaştıklarıçokulusluürünlerdeartışgörülmektedir.Tüketicilerin çokulusluürünlereilişkindeğerlendirmelerinianlamakfirmalarınuluslararasıpazarlardabaşarı sağlamalarındabüyükönemesahiptir.Bunedenle,çalışmadatüketicilerinçokulusluürünlereilişkin değerlendirmeleri,gelişmişvegelişmekteolanülkelerdeüretilmiş,markaimajıitibariylefarklıik imarka elealınarakincelenmektedir.Çalışmanınamacıtüketicilerinçokulusluürünlereilişkinkalitealgılarıve satınalmaniyetleriitibariylefarklılıklarınınbelirlenmesidir.Araştırmanınverileri600kişidenanket yöntemiileeldeedilmiştir.Araştırmanınsonuçlarıtüketicileri nçokulusluüründeğerlemelerinde fonksiyonelkalitealgılarınınönemliro loynadığınıgöstermektedir.Bununyanısıra,tüketicilerinçok ulusluürünlereilişkindeğerlemeleriitibariylefarklılaşmalarındaçokulusluürünlereilişkinsatınalma niyetlerivesembolikkalitealgılarıdaayırıcıdeğişkenlerolaraksaptanmıştır.Ayrıca,araştırmaülke imajınıntüketicilerinfonksiyonelkalitealgılarındaetkiliikenmarkaimajınıntüketicilerinsatınalma niyetlerivesembolikkalitealgılarıüzerindedahaetkiliolduğunugöstermektedir
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