Menşe Ülke Kavramının Tüketici Satın Alma İsteği Üzerine Etkisi: Farklı Sektörler Düzeyinde Bir Araştırma

Year 2026, Volume: 14 Issue: 1 , 1 - 10 , 29.04.2026

Süleyman Can Yıldırır , İbrahim Çatır

https://izlik.org/JA24UA78PE

Abstract

Bu araştırma, menşe ülke kavramının tüketici satın alma isteği üzerindeki etkilerini incelemektedir. Farklı sektörler düzeyinde gerçekleştirilen bu çalışma, ürünlerin menşe ülkesinin, tüketicinin algıları, tutumları ve satın alma kararları üzerindeki rolünü değerlendirmektedir. Araştırmada, tüketicilerin menşe ülkesine göre ürünleri nasıl değerlendirdiğini anlamak için anketler ve istatistiksel analizler kullanılmıştır. Sonuçlar, menşe ülkeye yönelik kalite algıları, fiyat hassasiyeti ve marka sadakati gibi faktörler üzerinde önemli bir etkiye sahip olduğunu göstermektedir. Ayrıca, farklı sektörlerde tüketici davranışlarının değiştiği ve menşe ülkenin bu dinamikler üzerindeki etkisinin sektörler arasında farklılık gösterdiği sonucuna varılmıştır.

Keywords

Menşe ülke , Tüketici satın alma isteği , Tüketici davranışı

The Impact of the Country of Origin Concept on Consumer Purchase Intention: A Study at the Sectoral Level

https://izlik.org/JA24UA78PE

Abstract

The aim of this study is to examine the effect of the country-of-origin perception on consumers’ purchase intention across different sectors. Within the scope of the research, consumers’ perceptions regarding the country of origin were evaluated through variables such as product expectation and brand/product value. A quantitative research method was employed and data were collected through a survey technique. The obtained data were analyzed using simple linear regression analyses. The findings reveal that the country-of-origin image has a significant effect on consumers’ product expectations and perceived brand/product value. In addition, the magnitude of these effects differs across sectors. These results indicate that the country-of-origin image is an important factor influencing consumer purchasing behavior.

Keywords

Country of origin , Consumer willingness to purchase , Consumer behavior

References

• Ahmed, R., & d’Astous, A. (2019). Consumer attitudes toward local and Western brands in emerging markets: Evidence from India. Journal of International Marketing, 27(2), 45–63. https://doi.org/10.1177/1069031X19843312
• Algan, B., & Çelik, F. (2021). "The influence of country of origin on consumer trust and loyalty in the automotive sector in Turkey." Journal of Business Research, 124, 463-473.
• Andehn, M., F. Nordin ve M.E. Nilsson (2015). Facets of Country Image and Brand Equity: Revisiting the Role of Product Categories in Country-of-Origin Effect Research. Journal of Consumer Behavior. 15.3, 225-238.
• Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89–100
• Chen, H., & Popp, B. (2019). Country-of-origin effect on consumer purchase intention: A meta-analysis. International Business Review, 28(4), 672–686. https://doi.org/10.1016/j.ibusrev.2019.01.002
• Dehghani, M., & Tabrizi, B. (2020). The impact of country-of-origin on consumer perceptions in Iran. Journal of Consumer Behaviour, 19(3), 217–229. https://doi.org/10.1002/cb.1801
• Dehghani, M., & Tabrizi, S. J. (2020). "Impact of country of origin on consumer purchase intention in Iran: Focusing on brand trust." Asian Journal of Business and Management, 8(2), 1-9.
• Garvin David A. “Competing on the Eigth Dimension of Quality”, Harvard Business Review, No. 87603, November- December 1987, 102- 109
• Geyser, W., & Puth, G. (2019). Country-of-origin effects on consumer trust and purchasing behavior in South Africa. South African Journal of Business Management, 50(1), 1–10. https://doi.org/10.4102/sajbm.v50i1.1567
• Kara, A., & Kaynak, E. (2021). "Etkili Markalar ve Menşe Ülke İlişkisi: Moda Sektörü Üzerine Bir Çalışma." Journal of Retailing and Consumer Services.
• Kara, A., & Kaynak, E. (2021). "Examining the impact of perceived country of origin on brand attitudes in the fashion industry." Journal of Fashion Marketing and Management, 25(2), 305-320.
• Kaynak, E., & Kucukemiroglu, O. (2020). "The impact of country of origin on consumer buying behavior in the electronics sector in Turkey." Marketing Intelligence & Planning, 38(5), 593-605.
• Lala, V., A.T. Allred ve G. Chakraborty (2009). A Multidimensional Scale for Measuring Country Image. Journal of International Consumer Marketing. 21.1, 51-66.
• Nagashima Akira. (1970) "A Comparison of Japanese and U.S. Attitudes Toward Foreign Products", Journal of Marketing, Vol: 34.
• Öztürk, F., & Akar, K. (2018). "Menşe Ülke Bilgisinin Markaya Etkisi: Gıda Sektörü Örneği." Food Quality and Preference.
• Öztürk, M., & Akar, A. (2018). "The influence of country of origin on brand perception in the food industry: A study in Turkey." British Food Journal, 120(9), 2169-2182.
• Papadopoulos, N., & Heslop, L. A. (2002). Country equity and country branding. Journal of Brand Management, 9(4), 294–314.
• Peterson, R. A., & Jolibert, A. J. P. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26(4), 883–900.
• Serinikli, N. (2020). Covid 19 Salgın Sürecinde Örgütsel Değişim: Uzaktan/Evden Çalışma Modeli, In Fırat Üniversitesi Sosyal Bilimler Dergisi (Vol. 31, Issue 1, p. 277). https://doi.org/10.18069/firatsbed.831755
• Tombak, F., & Atik, H. (2024). Çevre Kalitesi ve Çevresel Düzenlemelerin Rekabet Gücü Üzerine Etkisi, In Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi (Issue 68, p. 49). https://doi.org/10.18070/erciyesiibd.1386476
• Türetken, M., & Akar, A. (2022). "Managing perceptions of country of origin in the clothing sector." International Journal of Retail & Distribution Management, 50(1), 105-122.
• Verlegh, P. W. J., & Steenkamp, J. B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521–546.
• Yalçın, B., & Kaya, B. (2020). "Menşe Ülke Etkisi ve Tüketici Davranışları: Türk Tüketicileri Üzerine Bir Araştırma." International Journal of Research in Business and Social Science.
• Zain, O. ve Yasin, N. (1997). The importance of country of origin information and preceived product quality in Uzbakistan. İnternational Journal of retail & Distribution Manegment, 25 (4), 138-145.
• Zhuang, G., & Niu, H. (2021). "Consumer behavior towards luxury brands: The role of country of origin in China." Journal of Global Marketing, 34(4), 311-322.
• Zhuang, L., & Niu, W. (2021). Country-of-origin and luxury brand attachment: Evidence from China. Journal of Retailing and Consumer Services, 58, 102282. https://doi.org/10.1016/j.jretconser.2020.102282
• Zokaei, F., & Rahimi, R. (2022). “The effect of country of origin on consumer experiences and perceptions in the Middle East." International Journal of Market Research, 64(3), 299-316.
• Zokaei, K., & Rahimi, M. (2022). The role of country-of-origin in shaping consumer experiences in Middle Eastern markets. International Journal of Market Research, 64(1), 89–104. https://doi.org/10.1177/14707853211034321