Türk mallarının yabancı tüketiciler tarafından olumlu değerlendirilmesinin sebepleri: Rus ve Alman tüketiciler üzerinde bir saha araştırması

Bu araştırmada, Türk menşeli ürünlerin yabana tüketiciler tarafından değerlendirilmesinde, Türkiye ülke imajının etkisi ile Türkiye ülke imajının tüketici etnosentrizminden ne şekilde etkilendiği incelenmiştir. Rusya ve Almanya'da 751 tüketici ile yüz yüze görüşme yöntemi ile anket yapılmıştır.Araştırma sonuçlarına göre, çok boyutlu olarak ölçülen ülke imajı, Rus ve Alman tüketicilerin Türk ürünlerini değerlendirmelerinde son derece etkilidir. Yabancı tüketicilerin etnosentrizm seviyelerinin Türk imajında ne-- gatif etkisinin olduğu ancak etnosentrizmin ürün değerlendirmesini doğrudan etkilemediği tespit edilmiştir.Yabancı tüketicilerin güçlü ekonomik sistem algılarının, politik durum hakkındaki pozitif yargıların, çalışma kültürü ve işgücünün mesleki eğitimi hakkındaki değerlendirmelerinin, yabancı tüketicilerin ürün değerlendirmelerinde ve dolayısıyla uluslararası ticarette son derece etkili olduğu saha verileri ile ispatlanmıştır. Özellikle ekonomik yapısı güçlü Türkiye algısı, ürettiklerine daha fazla itibar edilen ve bu yolla da ekonomisini daha da güçlendiren bir gelişim döngüsü sağlamaktadır. Araştırma, Türk Dünyası ekonomik birliğinin sağlanması için tüketiciler seviyesinde saha araştırmaları yapılması gerektiğini göstermesi açısından önemlidir.

Reasons for positive evaluation of Turkis products by foreign conumers: A field research with Russian and German Consumers

In this research, we study the effects of Turkey's country image on foreign consumer evaluation of Turkish products, and how Turkey's image is affected by consumer ethnocentrism. We interviewed 751 consumers in Russia and Germany.Our results indicate that the country image, as evaluated from different aspects, has significant effects on the evaluation of Turkish products by Russian and German consumers. Moreover, ethnocentrism of foreign consumers has negative impact on Turkey's image. However, there is no significant association between consumer ethnocentrism and product evaluation.Perceptions of foreign consumers about the economy, politics, work culture and vocational education in Turkey have significant effects on their product evaluation and therefore on international trade. In particular, the perception of a strong economic status increases the respect to Turkish products and provides a mechanism to strengthen the economy even more. Results suggest that consumer field studies are essential for economic solidarity within Turkish World.

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