The Effect of Türkiye's Country Image and General Product Image on Domestic Car TOGG's Perceived Product Image and Purchase Intention

Year 2022, , 91 - 126, 30.12.2022

İlay Tilki , Bilgehan Bozkurt , Murat Aktan , Ahmet Koçak

https://doi.org/10.33399/biibfad.1055642

Abstract

There is a consensus in the international marketing literature that the perceived images of products are influenced by the country image and general product image perceived by consumers. The domestic automobile brand, named TOGG by Türkiye's Automobile Initiative Group, will launch SUV and Sedan models in the highly competitive automotive market by 2024. To that end, this research examined the perceived product image and purchase intention of the TOGG brand within the scope of Türkiye's overall product and country image. With the data obtained from 368 people and the applied Structural Equation Model (SEM), it has been revealed that Türkiye's country image and general product image have an effect on TOGG's perceived product image. In addition, it has been observed that the perceived image of TOGG has a significant and positive effect on purchase intention. This study makes an important contribution to the marketing literature as a result of examining the country-product image of a developing country, considering it holistically with the buying behaviour of a domestic electric car, and measuring the general product image and country image as a secondary factor in Turkey. With the research findings, various suggestions are also presented to the automotive industry.

Keywords

General product image, country image, perceived product image, purchase intention, domestic car, indigenous automobile

Türkiye’nin Ülke İmajı ile Genel Ürün İmajının Yerli Otomobil TOGG’un Algılanan Ürün İmajına ve Satın Alma Niyetine Etkisi

Abstract

Uluslararası pazarlama literatüründe, ürünlerin algılanan imajlarının tüketicilerin algıladıkları ülke imajı ve genel ürün imajından etkilendiği konusunda bir uzlaşı söz konusudur. Türkiye’nin Otomobili Girişim Grubu’nun TOGG markasıyla üreteceği yerli otomobillerin iki modeli, oldukça rekabetçi olan otomotiv piyasasına, 2024 yılına kadar arz edilecektir. Buradan yola çıkan bu araştırma, TOGG markasının algılanan ürün imajını ve satın alma niyetini, Türkiye’nin genel ürün ve ülke imajı kapsamında incelemektedir. 368 kişiden toplanan veri ve uygulanan Yapısal Eşitlik Modeli (YEM) ile, Türkiye’nin ülke imajı ile genel ürün imajının TOGG’un algılanan ürün imajına etkisi olduğu ortaya konulmuştur. Bunun yanı sıra, TOGG’un algılanan imajının da satın alma niyeti üzerine anlamlı ve pozitif bir etkisi olduğu gözlenmiştir. Bu çalışma, gelişmekte olan bir ülkenin ülke-ürün imajını araştırması, yerli elektrikli bir otomobil satın alma davranışı ile bütünsel olarak ele alması ve genel ürün imajı ile ülke imajını Türkiye özelinde ikincil düzey bir faktör olarak ölçmesi ile pazarlama literatürüne önemli bir katkıda bulunmaktadır. Araştırma bulguları ile ayrıca, otomotiv sektörüne çeşitli önerilerde bulunulmaktadır.

Keywords

Genel Ürün İmajı, Ülke İmajı, Algılanan Ürün İmajı, Satın Alma Niyeti, Yerli Otomobil, TOGG

References

• Abu-Alkeir, N.I., Area, S. & Jordan, A., (2020). Factors influencing consumers buying intentions towards electric cars: The Arab customers’. Perspective, International Journal of Marketing Studies, 12(2), doi.org/10.5539/ijms.v12n2p127.
• Achabou, M.A., Dekhili, S. & Hamdoun, M. (2021). How the country of origin cue affects consumer preference in the case of ecological products: an empirical study in two developing countries. Journal of Strategic Marketing, 1-17.
• Aktan, M. (2013). Kamuoyunun yerli otomobil projesini algısı. Öneri Dergisi, 10(39), 1-9.
• Aktan, M. (2015). Ülke Kişiliği ile Genel Ürün İmajının Tüketici Davranışı Üzerine Etkisi: Japonya, Güney Kore, Çin Halk Cumhuriyeti ve Türkiye Örneği. Doktora Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
• Aktan, M., & Anjam, M. (2021). A holistic approach to investigate consumer’s attitude toward foreign products: role of country personality, self-congruity, product image and ethnocentrism. Journal of International Consumer Marketing, 1-17.
• Aktan, M., & Chao, P.W. (2016). Impact of country personality on attitude toward foreign products: self-congruity as a mediator. Atlantic Marketing Journal, 5(1), 155-171.
• Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, 14(13), 228-239.
• Asshidin, N.H.N., Abidin, N., & Borhan, H.B. (2016). Perceived quality and emotional value that influence consumer's purchase intention towards American and local products. Procedia Economics and Finance, 35, 639-643.
• Avcı, İ. (2020). Yerli markalı otomobil satın alma niyetinde etnosentrizm, ülke imajı ve yenilikçiliğin etkisi: Türkiye’nin otomobili (TOGG) bağlamında bir araştırma. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (20), 439-466.
• Axsen, J., Goldberg, S. & Bailey, J., (2016). How might potential future plug-in electric vehicle buyers difer from current ‘pioneer’ owners?. Transportation Research Part D: Transport and Environment, 47, 357–370.
• Balabanis, G. & Diamantopoulos, A. (2008). Brand origin identification by consumers: a classification perspective. Journal of International Marketing, 16(1), 39–71. DOI:10.1509/jimk.16.1.39.
• Baldauf, A., Cravens, K. S., Diamantopoulos, A., & Zeugner-Roth, K. P. (2009). The ımpact of product-country image and marketing efforts on retailer-perceived brand equity: an empirical analysis. Journal of Retailing, 85(4), 437–452.
• Bayraktar, A. & Kurtoğlu, R. (2014). Ülke imajı tüketicilerin kalite algılamalarını nasıl etkiler?. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15 (2), 101-116.
• Birleşmiş Milletler Ticaret ve Kalkınma Örgütü – UNCTAD (2021). “Global trade in goods hits all-time quarterly high of $5.6 trillion”. https://unctad.org/news/global-trade-goods-hits-all-time-quarterly-high-56-trillion, (Erişim Tarihi: 8 Ocak 2022).
• Bozkurt, B., Aydoğan, S. & Aktan, M. (2021). Elektrikli scooter kiralamada algılanan tüketici faydası: tüketici yenilikçiliğin rolü. Aurum Journal of Social Sciences, 6(2), 171-195.
• Buschmann, S., Chen, M.F. & Hauer, G. (2020). An Integrated Model of the Theory of Reasoned Action and Technology Acceptance Model to Predict the Consumers’ Intentions to Adopt Electric Carsharing in Taiwan. In Innovations for Metropolitan Areas, pp.105-120, Springer, Berlin, Heidelberg.
• Butt, I., Mukerji, B., Shareef, M.A., Ahmed, J.U. & Huda S.S.M.S. (2021). Effect of trust on e-shopping adoption – an emerging market context. Journal of Internet Commerce, DOI: 10.1080/15332861.2021.1927436.
• Carley, S., Siddiki, S., & Nicholson-Crotty, S. (2019). Evolution of plug-in electric vehicle demand: Assessing consumer perceptions and intent to purchase over time. Transportation Research Part D: Transport and Environment, 70, 94-111.
• Carter, L. L., & Maher, A. A. (2014). Assessing consumers’ willingness to buy foreign goods: an integrative modeling approach. International Journal of Marketing Studies, 6(3). DOI:10.5539/ijms.v6n3p23.
• Chattalas, M., Kramer, T., & Takada, H. (2008). The impact of national stereotypes on the country of origin effect. International Marketing Review, 25(1), 54–74.
• Cheah, I., Shimul, A.S. & Ming Man, M.H. (2020). Young consumer’s attitude toward local versus foreign luxury brands. Journal of Global Fashion Marketing, 11(4), pp.397-412.
• Chen, M., Chen, J., & Zheng, H. (2020). A Study on the Impact of Apparel Industry Product Image on Customer Purchase Intention. In International Conference on Management Science and Engineering Management, 301-314.
• Chen‐Yu, J. H., & Kincade, D. H. (2001). Effects of product image at three stages of the consumer decision process for apparel products: alternative evaluation, purchase and post‐purchase. Journal of Fashion Marketing and Management: An International Journal, 5(1), 29–43.
• Cheung, M. F. Y., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior. Journal of Retailing and Consumer Services, 50, 145–153. DOI:10.1016/j.jretconser.2019.04.006.
• Chinen, K., Endo, H., Matsumoto, M., & Han, Y. S. (2021). The Chinese-Brand Electric Vehicles in the Eyes of the US Consumers. In EcoDesign and Sustainability II (pp. 3-16). Springer, Singapore.
• Chowdhury, H. & Ahmed, J. (2009). An examination of the effects of partitioned country of origin on consumer product quality perceptions. International Journal of Consumer Studies, 33(4); 496-502.
• Chu, C. & Lu, H. (2007). Factors influencing online music purchase intention in Taiwan: An empirical study based on the value‐intention framework. Internet Research, 17(2), 139-155.
• Costello, A. B. & Osborne, J. (2005). Best practices in exploratory factor analysis: Four recommendations for getting the most from your analysis. Practical assessment, research, and evaluation, 10(1), 7.
• Danielis, R., Rotaris, L., Giansoldati, M., & Scorrano, M. (2020). Drivers’ preferences for electric cars in Italy. Evidence from a country with limited but growing electric car uptake. Transportation Research Part A: Policy and Practice, 137, 79–94. DOI:10.1016/j.tra.2020.04.004
• De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2015). Tourism satisfaction effect on general country image, destination image, and post-visit intentions. Journal of Vacation Marketing, 21(4), 305-317.
• De Rubens, G. Z., Noel, L., & Sovacool, B. K. (2018). Dismissive and deceptive car dealerships create barriers to electric vehicle adoption at the point of sale. Nature Energy, 3(6), 501-507, https://doi.org/10.1038/s41560-018-0152-x.
• Demir, A. (2020). Türkiye’nin otomobili’nin GZFT Analizi. ESAM Ekonomik ve Sosyal Araştırmalar Dergisi, 1(1), 24-46.
• Elarbah, L. A. & Shebli, N. (2020). The relationship among country-of-origin, quality of the product and buying decision: a case study of the turkish clothes on libyan market. The International New Issues in Social Sciences, 8(1), 93-114. Retrieved from https://dergipark.org.tr/tr/pub/tinisos/ issue/52085/680204
• Fan, Q. (2019). Relationship among China’s country image, corporate image and brand image: A Korean consumer perspective. Journal of Contemporary Marketing Science, 2(1), 34-49.
• Gorostidi-Martinez, H., Xu, W., & Zhao, X. (2017). A review of Spanish consumers’ product-country image of China. Asia Pacific Journal of Marketing and Logistics.
• Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis. electronic book: Prentice Hall.
• Han, C.M. (1989). Country ımage: halo or summary construct? Journal of Marketing Research, 26, 222-229.
• Han, C.M. (1990). Testing the role of country ımage in consumer choice behaviour. European Journal of Marketing, 24(6), 24–40. Han, G. (Kevin), & Wang, X. (2012). Understanding “made in China.” Journalism & Mass Communication Quarterly, 89(2), 225–243.
• Herz, M. & Arnegger, J. (2017). Country image formation, stability, and change: a longitudinal assessment of consumers’ image of Azerbaijan. Journal of Travel & Tourism Marketing, 34(9), 1169-1183.
• Heslop, L.A., Lu, I.R.R. & Cray, D. (2008). Modeling country image effects through an international crisis. International Marketing Review, 25(4), 354-378.
• Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216, 361-372.
• Jenes, B. (2008). Reconsidering the measurement of country image-theory and practice. In FIKUSZ 2008 Business Sciences–Symposium for Young Researchers: Proceedings (pp. 65-80).
• Jensen, A. F., Cherchi, E., Mabit, S. L., & Ortúzar, J. D. D. (2017). Predicting the potential market for electric vehicles. Transportation Science, 51(2), 427-440.
• Jin, B.E., Kim, N.L., Yang, H., & Jung, M. (2019). Effect of country image and materialism on the quality evaluation of Korean products. Asia Pacific Journal of Marketing and Logistics, 32(2), 386–405.
• Jin, B.E., Yang, H. & Kim, N.L. (2021). The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination. Journal of Fashion Marketing and Management, 25(3), 389-406.
• Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P., Liu, X., Newburry, W., Noorani, M. S., Parente, R., Purani, K. & Ungerer, M. (2015). The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status. International Business Review, 24(3), 380–393.
• Katsumata, S. (2015). The reciprocal effects of country-of-origin on product evaluation: An empirical examination of four countries. Asia Pacific Journal of Marketing and Logistics, 28(1), 92-106.
• Kim, S.S. & Morrsion, A.M. (2005). Change of images of South Korea among foreign tourists after the 2002 FIFA World Cup. Tourism Management, 26(2), pp.233-247.
• Kling, R.B. (2011). Principles and Practice of Structural Equation Modelling. New York: The Guilford Press.
• Kocagöz, E., İğde, Ç. S., & Çetindağ, G. (2020). Elektrikli ve akıllı, yerli ve milli: Türkiye’nin Otomobili Girişim Grubu’nun tanıttığı araçlara yönelik tüketicilerin ilk değerlendirmeleri. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (49), 55-74.
• Koçak, A. & Bayraktar, A. (2019). Marka menşei tanıma doğruluğu kavramı ve mısır pazarındaki türk markaları üzerine bir araştırma. Journal of Research in Business, 4(2), 111-123. DOI: 10.23892/JRB.2019.57.
• Kotler, P., Haider, D. & Rein, I. (1993). Marketing Places. Attracting Investment, Industry and Tourism to Cities, States, and Nations. Maxwell Macmillan Int, New York.
• Kurtuluş, K., & Bozbay, Z. (2011). Ülke imajı: Japonya ve Çin’in ülke imajları açısından karşılaştırılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 40(2), 267-277.
• Lala, V., Allred, A. T., & Chakraborty, G. (2009). A multidimensional scale for measuring country ımage. Journal of International Consumer Marketing, 22(1), 51-66. DOI: 10.1080/08961530802125407
• Laroche, M., Papadopoulos, N., Heslop, L.A. & Mourali, M. (2005), The influence of country image structure on consumer evaluations of foreign products. International Marketing ReviewInternational Marketing Review, 22(1), 96-115. https://doi.org/10.1108/02651330510581190
• Lee, B. C. (2014). Critical decisions in new product launch: Pricing and advertising strategies on consumer adoption of green product innovation. Asian Journal of Technology Innovation, 22(1), 16-32.
• Li, D., Wang, C. L., Jiang, Y., Barnes, B. R., & Zhang, H. (2014). The asymmetric influence of cognitive and affective country image on rational and experiential purchases. European Journal of Marketing, 48(11-12), 2153-2175.
• Lu, I.R.R & Heslop, L.A. (2008). Measuring Country Image: A Research Proposal. Retrieved from ASAC website: http:www/ ojs.acadiau.ca/index.php/ASAC.
• Martin, I.M., & Eroğlu, S. (1993). Measuring a multi-dimensional construct: country ımage. Journal of Business Research, 28(3).
• Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267-273.
• Nebenzahl, I. D., & Jaffe, E. D. (1996). Measuring the joint effect of brand and country image in consumer evaluation of global products. International Marketing Review.
• Needell, Z.A., McNerney, J., Chang, M.T., & Trancik, J.E. (2016). Potential for widespread electrification of personal vehicle travel in The United States. Nature Energy, 1(9), 1-7.
• Onay, A. (2013). Ülke orijini kavramı ve ülke imajı. Selçuk İletişim Dergisi, 5(2), 102-112.
• Özdemir Öztürk, N. (2022). Yenilikçi tüketici davranışları: Türkiye ve Almanya’da elektrikli araçların kabulü üzerine karşılaştırmalı bir araştırma.
• Öztürk, S. A., Doğan Çifci, S., Abbas, M., Ögel, S. & Gümüş, C. (2017). Bilmek mi sevmek mi? bilişsel ve duygusal ülke imajının ürün imajı ve satın alma niyetindeki etkisi üzerine kültürler arası bir çalışma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 10(19), 79-102.
• Papadopoulos, N. & Heslop, L.A. (2003). Country Equity and Product-Country Images: State-of-the-Art in Research and Implications, in Jain, S.C. (Ed.), Handbook of Research in International Marketing, Edward Elgar, Northampton, MA, pp. 402-433.
• Papadopoulos, N., & Heslop, L.A. (1993). Product-Country Images: Impact and Role in International Marketing (1st ed.). Routledge.
• Park, J., Javalgi, R. & Wachter, M. (2016). Product ethnicity and perceived consumer authenticity: the moderating role of product type. Journal of Consumer Marketing, 33(6), 458-468. https://doi.org/10.1108/JCM-01-2015-1272.
• Peterson, R. A., & Jolibert, A. J. (1995). A meta-analysis of country-of-origin effects. Journal of International business studies, 26(4), 883-900.
• Pevec, D., Babic, J., Carvalho, A., Ghiassi-Farrokhfal, Y., Ketter, W., & Podobnik, V. (2020). A survey-based assessment of how existing and potential electric vehicle owners perceive range anxiety. Journal of Cleaner Production, 276, 122779.
• Prabaharan, M. & Selvalakshmi, M. (2020). Customers Interest in Buying an Electric Car: An Analysis of the Indian Market. In International Working Conference on Transfer and Diffusion of IT, Springer, pp.493-509.
• Ramya, N., & Ali, M. (2016). Factors affecting buying behavior. International Journal of Applied Research, 2, 76-80.
• Rodrigo, P., Khan, H. & Ekinci, Y. (2019). The determinants of foreign product preference amongst elite consumers in an emerging market. Journal of Retailing and Consumer Services, 46, 139-148.
• Roth, K.P., & Diamantopoulos, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740.
• Roth, M.S., & Romeo, J.B. (1992). Matching product category and country image perceptions: a framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477–497.
• Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global Journal of Management and Business Research, 15(1), 21-28.
• Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.
• Sobiech-Grabka, K., Stankowska, A., & Jerzak, K. (2022). Determinants of electric cars purchase intention in Poland: personal attitudes v. economic arguments. Energies, 15(9), 3078.
• Sohail, M. S., & Şahin, O. G. (2010). Country-of-origin effects on consumers' evaluations of automobiles: perspectives from a developing nation. Journal of International Consumer Marketing, 22, pp.245-257.
• Souiden, N., Pons, F., & Mayrand, M. E. (2011). Marketing high‐tech products in emerging markets: the differential impacts of country image and country‐of‐origin's image. Journal of Product & Brand Management, 356-367.
• Sousa, A., Nobre, H. & Farhangmehr, M. (2018). An empirical study about the influence of country personality and product involvement on consumer's purchase and visit intentions. The Journal of Asian Finance, Economics, and Business, 5(3), 65-72.
• Statista (2021). “Global automotive industry revenue between 2017 and 2030”. https://www.statista.com/statistics/574151/ global-automotive-industry-revenue. (Erişim Tarihi: 8 Ocak 2022).
• T.C. Kalkınma Bakanlığı (2018). “Onbirinci Kalkınma Planı (2019-2023) Otomotiv Sanayii Çalışma Grubu Raporu”. https://www.sbb.gov.tr/wp-content/uploads/2020/04/ OtomotivSanayiiCalismaGrubuRaporu.pdf. (Erişim Tarihi: 8 Ocak 2022).
• Thøgersen, J., Aschemann-Witzel, J., & Pedersen, S. (2020). Country image and consumer evaluation of imported products: test of a hierarchical model in four countries. European Journal of Marketing, ahead-of-print(ahead-of-print). doi:10.1108/ejm-09-2018-0601
• Tseng, T., & Balabanis, G. (2011). Explaining the product‐specificity of country‐of‐origin effects. International Marketing Review, 28(6), 581–600. doi:10.1108/02651331111181420
• Türkiye İhracatçılar Meclisi (2021). “İhracat Raporu 2021”. https://tim.org.tr/files/downloads/Strateji_Raporlari/TIM_Ihracat_2021_Raporu.pdf. (Erişim Tarihi: 8 Ocak 2022).
• Türkiye İhracatçılar Meclisi (2022). “2021 Yılı İhracatı 225,4 Milyar Dolar” Oldu https://www.tim.org.tr/tr/haberler-2021-yili-ihracati-225-4-milyar-dolar-oldu. (Erişim Tarihi: 8 Ocak 2022).
• Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image and consumer purchase intention: Evidence from an emerging economy. International Business Review, 21(6), 1041–1051.
• Wang, X. W., Cao, Y. M., & Zhang, N. (2021). The influences of incentive policy perceptions and consumer social attributes on battery electric vehicle purchase intentions. Energy Policy, 151, 112163.
• Woo, H. (2019). The expanded halo model of brand image, country image and product image in the context of three Asian countries. Asia Pacific Journal of Marketing and Logistics, 31(4), 773–790. doi:10.1108/apjml-05-2018-0173
• Yıldırım, M., & Özdemir, Ş. (2021). Purchase Intentions of Turkish Electric Vehicle in Perspectives of Consumer Ethnocentrism and Consumer Innovativeness: A Pre-assessment. Girişimcilik ve İnovasyon Yönetim Dergisi, 10(2), 110-138.
• Zarazua de Rubens, G., Noel, L., & Sovacool, B. K. (2018). Dismissive and deceptive car dealerships create barriers to electric vehicle adoption at the point of sale. Nature Energy, 3(6), 501-507.