Tüketicilerin Çok Uluslu Ürünlere İlişkin Kalite Algıları ve Satınalma Niyetleri İtibariyle Farklılıklarının İncelenmesi

Globalleşme ile birlikte tüketicilerin karşılaştıkları çok uluslu ürünlerde artış görülmektedir. Tüketicilerin çok uluslu ürünlere ilişkin değerlendirmelerini anlamak firmaların uluslararası pazarlarda başarı sağlamalarında büyük öneme sahiptir. Bu nedenle, çalışmada tüketicilerin çok uluslu ürünlere ilişkin değerlendirmeleri, gelişmiş ve gelişmekte olan ülkelerde üretilmiş, marka imajı itibariyle farklı iki marka ele alınarak incelenmektedir. Çalışmanın amacı tüketicilerin çok uluslu ürünlere ilişkin kalite algılan ve satınalma niyetleri itibariyle farklılıklarının belirlenmesidir. Araştırmanın verileri 600 kişiden anket yöntemi ile elde edilmiştir. Araştırmanın sonuçları tüketicilerin çok uluslu ürün değerlemelerinde fonksiyonel kalite algılarının önemli rol oynadığını göstermektedir. Bunun yanı sıra, tüketicilerin çok uluslu ürünlere ilişkin değerlemeleri itibariyle farklılaşmalarında çok uluslu ürünlere ilişkin satınalma niyetleri ve sembolik kalite algıları da ayırıcı değişkenler olarak saptanmıştır. Ayrıca, araştırma ülke imajının tüketicilerin fonksiyonel kalite algılarında etkili iken marka imajının tüketicilerin satınalma niyetleri ve sembolik kalite algılan üzerinde daha etkili olduğunu göstermektedir.

Anahtar Kelimeler:

İstanbul

Examining the Differences Between Consumers' Perceived Quality and Buying Intentions of Binational Products

The globalization has reached a point where consumers expose a wider range of binational products than ever before. Understanding consumers' judgments of binational products is crucial for firms in order to gain competitive advantage in international markets. Thus, this article examines consumers' evaluation of binational products by analyzing two brands varying in their brand image levels made in both developed and devoloping countries. The objective of this study is to identity the differences between consumers' quality perceptions and buying intentions of binational products. The data was collected from 600 respondents via questionnaire. The results indicate that functional quality is the most important differentiating variable wheras buying intention and symbolic quality are also differentiate consumers' evaluation of binational products. In addition, the study shows that country image is more effective in consumers' functional quality perceptions wheras brand image does matter in consumers' buying intention and symbolic quality perceptions of binational products.

Keywords:

Istanbul,

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