TÜRK TÜKETİCİLERİN ALMAN VE ÇİN ÜRÜNLERİNE YÖNELİK ÜLKE MENŞEİ ALGISI-PERCEPTION OF TURKISH CONSUMERS ABOUT COUNTRY OF ORIGIN EFFECT IN GERMAN AND CHINESE PRODUCTS

Ülke menşei etkisi uluslararası pazarlarda tüketicinin satın alma kararını etkileyen önemli bir değişkendir. Ülke menşe etkisinin önemli olduğu birçok ürün bulunmaktadır. Bunlar arasında parfüm, aksesuar, otomobil, moda tekstil ürünleri, tüketici elektroniği, yazılım vb. yer almaktadır. Bazı zamanlarda ülke markalarının grafiğinde düşüş görülebilir. Mükemmel ürünler tüketiciyi işletmeyi ürünün kalitesiyle değerlendirmeye sevk etmektedir. Ancak, tek bir kalitesiz veya kötü ürün tüketicinin işletme hakkındaki bu imajını yıkabilmektedir. Bugün dünyanın birçok yerindeki tüketiciler öncekinden daha zengin, daha bilgili ve üreticiler üzerinde daha fazla güce sahiptirler. Kültüre karşı olan hassasiyet yeni yüzyılın başarılı marka değerlendirmesinde önemli bir kriter haline gelmiştir. Bu çalışma ülke menşei etkisinin Türk tüketicilerinin Alman ve Çin ülkelerine karşı genel ülke tutumu ile bu tüketicilerin Alman ve Çin otomobil ve dvd ürünlerine karşı görüşlerini ortaya koymaya yönelik olarak yapılmıştır. Çalışmada Parameswaran, Ravi ve Pisharodi’nin (1994) Journal of Advertising’de yayınlanan “Facets of Country-of-Origin Image: An Emprical Assessment” adlı makalesindeki araştırma esas alınmıştır.-Country of the origin effect (COO) is an important variable affecting consumer purchase in international marketing. There are many products where the COO is important to consumers, such as perfumes, accessories, automobiles, high-fashion clothes, consumer electronics, software and so on. Excellent products shape consumers start to equate a company with quality, but one single bad product may damage this perception. Sensitivity to culture could become one of the defining characteristics of the new century’s successful global brands. This research will look at COO effects with respect to discover Turkish consumers perception of general country attitude about Germany and China and also perception of German and Chinese products like automobiles and Dvd players. As a research method Parameswaran, Ravi and Pisharodi’s study (1994) which is published in Journal of Advertising “Facets of Country-of-Origin Image: An Emprical Assessment” is used.

Anahtar Kelimeler:

Ülke Menşei Etkisi; Ürün ve Ülke İmajı; Algı; Kalite-Country of Origin; Product and Country Image; Perception, Quality.

PDF

___

Urbonaviĉius, S., Dikĉius, V. & Ĉasas, R. (2007). Automobile Country of Origin Related Associations in Lithuanian Market. Transport, 22(3), 1a-1.
Parker, D. (2008). The China Effect, 24th October. (http://www.engineeringnews.co.za/article/the-china- effect-2008-10-24). [24.11. 2008].
Ahmed, S.A. & d’Astous, A. (2004). Perceptions of countries as producers of consumer goods, A T-shirt study in China. Journal of Fashion Marketing and Management, 8(2), 187-200.
Bandyopadhyay, R.; Yelkur, M.; DaCosta & Coelho, F. (2002). Portuguese Consumers. Revista Portuguesa de Marketing, 6(12), 47-53. Perceptions of
Lala, V.; Allred, A.T. & Chakraborty, G. (2009). A Mutlidimensional Scale for Measuring Country Image, Journal of International Consumer Marketing, 21(1), 51- 66
Baker, M.J. & Currie, C.A. (1993). Country of Origin: The Fifth Element of The Marketing Mix? Journal of Advertising Research, 12(1), 1-14
Nebenzahl, D.; Israel, D.J.E. & Lampert, I.S. (1997). Toward a Theory of Country Image Effection Product Evaluation. Management International Review, 37(1), 27- 49.
Hamzaoui, L. & Merunka, D. (2006). The Impact of Country of Design And Country of Manufacture on Consumer Perceptions of Bi-National Products’ Quality: An Empirical Model Based on The Concept of Fit. Journal of Consumer Marketing, 23(3), 145–155.
Bilkey, W.J. & Nes, E. (1982). Country of Origin Effects on Product Evaluations. Journal of International Business Studies, 13(1), 89-99.
Kaynak, E. & Kara, A. (2002). Consumer Perceptions of Foreign Products, An Analysis of Product-Country Images and Ethnocentrism. European Journal of Marketing, 36(7/8), 928-949.
Josiassen, A.; Lukas, B.A. & Whitwell, G.J. (2008). Country-of-Origin Contingencies Competing Perspectives On Product Familiarity and Product Involvement. International Marketing Review, 25(4), 423-440.
Papadopoulos, N.; Heslop, L.A. & IKON Research Group (2000). A Cross-National and Longitudinal Study of Product-Country Images with a Focus on the U.S. and Japan. Working Paper, Report No. 00-106, Marketing Science Institute: Cambridge.
Parameswaran, R. & Pisharodi, M.R. (1994). Facets of Country-of-Origin Image: An Emprical Assessment. Journal of Advertising, 23(1), 43-56.
Roth, M.S. & Romeo, J.B. (1992). Matching product category and country image perceptions: a framework for managing International Business, 23(3), 477-497. effects. Journal of
Han, C.M. (1989). Country Image: Halo or Summary Construct. Journal of Marketing Research, 26(2), 222
Hong, S. & Kang, D.K. (2006). Country-of -Origin Influences On Product Evaluations: The Impact of Animosity And Perceptions of Industriousness Brutality on Judgments of Typical And Atypical Products. Journal of Consumer Psychology, 16(3), 232-239.
Monroe, K. B. (1973). Buyers’ Subjective Perceptions of Price. Journal of Marketing Research, 10(1), 70-80.
Yagci, M. (2001). Evaluating the Effects of Country-of- Origin and Consumer Ethnocentrism: A Case of a Transplant Product. Journal of Internatioanl Consumer Marketing, 13(3), 63-85.
Papadopoulos, N. & Heslop, L.A. (1993). But Who Knows Where or When? Reflections on the Image of Countries and Their Products. (Eds.: Papadopoulos, N. & Heslop, L. A.). Product-Country Images: Impact & Role in International Marketing. New York: The Haworth Press Inc., 39-75.
Shimp, T & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(8), 280-289.
Peterson, R.A. & Jolibert, A.J.P. (1995). A Meta-Analysis of Country-of-Origin Studies. Journal of International Business Studies, 26(4), 883-900.
Martin, I. M. & Eroğlu, S. (1993). Measuring a Multi- Dimensional Construct: Country Image. Journal of Business Resaerch, 28(3), 191-210.
Nagashima, A. (1970). A Comparison Of Japanese And Us Attitudes Towards Foreign Products. Journal of Marketing, 34(1), 68-74.
Pisharodi, R.M. & Parameswaran, R. (1992). Confirmatory Factor Analysis of a Country-of-Origin Scale: Initial Results. (Eds.: Sherry, J. & Sternthal, B.). Advances in Consumer Research, 19(1), 706-714.
Johansson, J.K., Douglas, S.P & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: a new methodological perspective. Journal of Marketing Research, 22(4), 388-96.
Ozsomer, A. & Cavusgil, S. T. (1991). Country-of-Origin Effects on Product Evaluations: A Sequel To Bilkey And Nes Review. Enhancing Knowledge Development in Marketing, AMA Educators Proceedings, 2, Chicago, 269- 277.
Cengiz, E. & Kırkbir, F. (2007). Turkish Consumer’s Evaluation of Products Made In Foreign Countries: The Country of Origin Effect. Innovative Marketing, 3(2), 72- 98.
Wright, P.L. (1975). Consumer Choice Strategies: Simplifying vs. Optimizing. Journal of Marketing Research, 11(1), 60-67.
Schooler, R.D. (1965). Product Bias in the Central American Common. Journal of Marketing Research, 2(4), 394-397
Li, W.K. & Wyer, Jr.R.S. (1994). The Role of Country- Of-Origin in Product Evaluations: Informational and Standard of Comparison Effets. Journal of Consumer Psychology, 3(2), 187-212.
Terpstra, V. & Sarathy, R. (2000). International Marketing. 8th Ed. Forth Worth, TX: The Dryden Press.
Leonidou, L.; Palihawadana, D. & Talias, M. (2007). British Consumers’ Evaluations of US versus Chinese Goods. A Multi-level Comparison. European Journal of Marketing, 41(7/8), 786-820.
Wang, C.K. &. Lamb, Jr.C.W. (1983). The Impact of Selected Environmental Forces Upon Consumers’ Willingness To Buy Foreign Products. Journal of the Academy of Marketing Science, 11(2), 71-84.
Hong, S. & Wyer, Jr.R.S. (1989). Effects of Country-of- Origin and Product Attribute Information on Product Evaluation: An Information Processing Perspective. Journal of Consumer Research, 16(2), 175-187
Leclere, F.; Schmitt, B.H. & Dube, L. (1994). Foreign Branding and its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 31(2), 263-270.
Meng, J.; Nasco, S. & Clark, T. (2007). Measuring Country-of-Origin Effects in Caucasians, African- Americans and Chinese Consumers for Products and Services. Journal of International Consumer Marketing, 20(2), 17-31.
Cattin, P.; Jolibert, A. & Lohnes X. (1982). A Cross- Cultural Study of Made-in Concepts. Journal of International Business Studies, 13(3), 131-41.
Etzel, M.J. & Walker, B.J. (1974). Advertising Strategy for Foreign Products. Journal of Advertising Research, 14(3), 41-44.
Kaynak, E. & Cavusgil, S.T. (1983). Consumer Attitudes Towards Products of Foreign Origin: Do They Vary Across Product Classes? International Journal of Advertising, 2(2), 147-57.
Lee, C.W.; Suh, Y. & Moon, B. (2001). Product-Country Images: The Roles of Country-of-Origin and Country-of- Target in Consumers’ Prototype Product Evaluations, Journal of International Consumer Marketing, 13(3), 47
Verlegh, P.W.J. & Steenkam, J.-B.E.M. (1999). A Review and Meta-Analysis of Country-of-Origin Research. Journal of Economic Psychology, 20(5), 521-546.
Khan, H. & Bamber, D. (2008). Country If Origin Effects, Brand Image and Social Status in an Emerging Market. Human Factors and Ergonomics in Manufacturing. 18(5), 580-588.
Chao, P. & Gupta, P. (1995). Information Search and Efficiency of Consumers Choices of New Cars, Country- of Origin Effects. International Marketing Review, 12(6), 47-59.
Garten, J.E. (2000). World View: Global Strategies for The New Economy. Boston: Harvard Business School Press.
Evrim Ildem DEVELİ (i.develi@iku.edu.tr) is a lecturer
at Istanbul Kultur University, Vocational School, Program
of Foreign Trade. She has gained her B.A. in Political
Science and International Relations from Marmara
University, in 2000. She received her M.A. in
International Commerce from Istanbul Commerce
University, Social Sciences Institute in 2003 and her PhD
in Product Management and Marketing from Marmara
University, Social Sciences Institute, in 2008. She gives
courses on Integrated Marketing Communication, E
Commerce, Marketing Principles, Consumer Behaviors,
International Marketing, Hotel Marketing, Tourism
Marketing, Customer Relationship Management.