Makro Boyutun Menşe Ülkenin Tüketici Perspektifi Üzerindeki Etkisi Ve Satın Alma Kararı Ile Ürün Kalitesi Arasındaki Ilişki

Bu çalışma, makro boyutun Libya'daki menşe ülke perspektifine olan etkisini araştırmıştır. Araştırmacı, birkaç yıl içinde yapılan muhtelif çalışmaları gözden geçirdi ve makro faktörlerin menşe ülkesinin tüketici perspektifi üzerinde önemli bir etkisi olduğunu ve daha sonra satın alma karar sürecini yönlendirdiğini buldu. Önceki çalışma, ekonomik faktörün diğer faktörlerden daha yüksek bir etkiye sahip olduğunu, ancak bu ampirik çalışmada siyasi faktörün daha yüksek bir etkiye sahip olduğunu bulmuştur. Bu araştırma, makro boyutun Libya'daki menşe ülke perspektifine etkisini, Arapça dillerinde 650 anket dağıtarak Türk giyim üzerine incelemeyi amaçlamaktadır. anket, Libya'daki 650 kişiye gönderildi. Tamamen ve düzgün bir şekilde doldurulmuş 610 anket aldık (98,1%). ancak, menşe ülkesi ve Türk kıyafetleri hakkında hiçbir şey bilmediklerini ve 40 anketin geri dönmediğini belirten katılımcıların 46 anketini iptal etti. Böylece kalan anket sayısı 564 ankettir. Güvenlik durumu nedeniyle, beş şehirde (Trablus, Misratah, Aszawiyah, El Khums ve Zwara) 650 katılımcı incelenmiştir. Mevcut çalışma, gelişmekte olan bir ülkede, özellikle Libya'da yapılan benzer birkaç çalışmadan biridir. Mevcut çalışma, tüketicinin menşe ülkesi perspektifi üzerindeki etki makro boyutuna ilişkin ampirik bilgiler sunmaktadır. Bulgular, COO araştırmasının yanı sıra Libya gibi gelişmekte olan ülkelerde faaliyet gösteren işletmeler için de önemli olacaktır. Çalışma, Libyalı müşterilerin Türkiye'de yapılan kıyafetlere karşı olumlu bir imajı olduğunu ve Türk kıyafetlerini siyasi bir faktöre dayalı olarak satın almayı tercih ettiklerini tespit etmiştir.

Anahtar Kelimeler:

Menşe ülke ve makro boyut

The Impact of Macro Dimension on The Consumer Perspective of The Country of Origin and The Relationship Between Buying Decision and Quality of Product

This study investigated the impact of macro dimension on consumer’s perspective of the country of origin in Libya. The researcher reviewed sundry studies conducted over several years and found, there is a significant influence of macro factors on consumer perspective of the country of origin, subsequently guiding their buying decision process. The previous study found the economic factor has a higher impact than other factors but in this empirical study found the political factor had a higher influence. This research intends to examine the impact of macro dimension on consumer’s perspective of the country of origin in Libya toward Turkish clothing by distributed 650 questionnaires in the Arabic languages the questionnaire was sent to 650 persons in Libya. We received 610 questionnaires that were filled out completely and properly (98,1%). but canceled 46 questionnaires of respondents who had indicated that they knew nothing about the country of origin and Turkish clothes and 40 questionnaires did not return. Thus, the number of questionnaire remaining is 564 questionnaires. Due to security circumstance, 650 respondents were surveyed in five cities (Tripoli, Misratah, Aszawiyah, Al Khums, and Zwara). The current study is one of few similar studies conducted in a developing country, especially Libya. The current study offers empirical insights into the impact macro dimension on consumer’s perspective of the country of origin. The findings will be significant to the COO research as well as the businesses operating in developing countries such as Libya. The study found Libyan customers have a positive image toward to clothing made in Turkey and they prefer to buy Turkish clothes based on a political factor.

Keywords:

Country of origin and macro dimension,

PDF

___

Agrawal, J. and Kamakura, W. A. (1999) Country of Origin: A competitive advantage? International Journal of Research in Marketing, 16, 255-267. Amron, A. (2017). “Marketing Challenge of Import Insurance Product in Indonesia”, Advance Science Letters, Vol. 3 No. 8, 7243-7245. 3. Amron, A. & Mahmud, M. (2017). “Developing Marketing Strategy in Property Insurance Business”, International Business Management, Vol.11 No.1, pp.177-182. Beneke, J., Flynn, R., Greig T. & Mukaiwa, M. (2013). "The influence of perceived product quality, relative price and risk on customer value and willingness to buy: a study of private label merchandise", Journal of Product & Brand Management, Vol. 22 No. 3, pp. 218 – 228. Cai, Y., Cude, B., & Swagler, R. (2004). Country of origin effects on consumer’s willingness to buy foreign products: an experiments in consumer decision making. Consumer Interests Annual, 50 (1), 98-105. Chinen, K., Jun, M., and Hampton, G. M. (2000). “Product quality, market presence, and buying behavior: Aggregate images of foreign products in the US”. Multinational Business Review, Vol. 8, No. 1, pp. 29-38. Gaedeke, R. (1973). "Consumer Attitudes Toward Products 'Made in' Developing Countries."Journal of Retailing 49(2): 13-24 Han, C.M., and Terpstra, V. (1988) ‘Country-of-origin effects for uni-national and bi-national products’. Journal of International Business Studies 19(2), 235-255. Kaynak, E., Kucukemiroglu, O. and Hyder, A. (2000). "Consumer's Country-of-Origin (COO) Perceptions of Imported Products in a Homogenous Less-Developed Country." European Journal of Marketing 34(9/10): 1221-21. Krishnakumar, P. (1974). "An Exploratory Study of The Influence of Country of Origin on The Product Images of Persons from Selected Countries." Phd Dissertation, The University of Florida. Kotler, P. and G. Armstrong (2004). Marketing Management. Millenium Edition PT. Prenhallinda, Jakarta. Küçük. O.(2016). Bilimsel Araştırma Yöntemleri, Ekin Yayınevi, Bursa. Küçük, O. (2017) Perakende Pazarlama Yönetimi, Sonçağ Yayın, Ankara. Lewis, E. (2002). "National Pride and Prejudice." Brand Strategy(Jun): 20-22 Ozretic-Dosen, D., & Skare, V.(2007). Assessments of country of origin and brand cues in evaluating a Croatian, western and eastern European food product: Journal of Business Research, 60(2), 130-136. Papadopoulos, N., and Heslop, L. (2000). "Countries as Brands." Ivey Business Journal 65(2): pp. 30-36. Story, J. W. (2005). "The Effects of Perceived Technological Incongruence on Perceptions of Fit Between Countries, Products, and Attributes." Journal of Business Research 58: 1310-1319. Wang, C. K. (1978). "The Effect of Foreign Economic, Political and Cultural Environment on Consumers' Willingness to Buy Foreign Products." Ph.D. Dissertation, Texas A & M University White, P.D and Cundiff E.W (1978), “Assessing the Quality of industrial Products” Journal of Marketing: (15 July 1978): 80-85.