A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS

Year 2013, Issue: 45 - İletişim Fakültesi Hakemli Dergisi, 39 - 52, 15.12.2013

Tuğçe Boran

Abstract

The buying behaviour of consumers is one of the most commonly researched subjects in marketing. ‘Country of origin effect’ (COO) is one of the key concepts casting light on the purchasing process of consumers. Many studies have shown that COO effect is vital for the buying process, persuasion and product evaluation. Consumer ethnocentrism is another important factor in the domain of COO effect studies. In light of this information, this study intends to find out COO effect awareness in the buying behavior of university students in Turkey. The purpose of this research is to show how a country’s products affect the buying behavior of young consumers in Turkey. Students of Istanbul University Faculty of Communication Public Relations and Advertising Department were employed as a sample because they are considered to be a more conscious group. Though the current sample does not represent all Turkish youth, further research can be conducted concerning Turkish products and the purchasing prejudices of different social shareholders. Such research would be important for understanding the behavior of Turkish consumers towards both Turkish and foreign brands since there is limited research on the COO effect in current Turkish literature.

Keywords

Country of Origin, Country of Origin Effect, Country Brand

ÜNİVERSİTE ÖĞRENCİLERİNİN SATIN ALMA DAVRANIŞINDA ORJİN ÜLKE ETKİSİNİ SAPTAMAYA YÖNELİK PİLOT BİR ARAŞTIRMA

Abstract

Tüketicilerin satın alma davranışları son yıllarda en çok araştırılan konuların içinde yer almaktadır. Tüketicilerin satın alma süreçlerine odaklanılarak araştırılan konulardan biri ‘orjin ülke etkisi’ kavramı olarak bilinmektedir. Gerçekleştirilen birçok araştırma, orjin ülke etkisi’nin tüketicilerin satın alma süreçlerinde ikna ve satın alma sonrasında değerlendirmeleri üzerinde etkili olduğunu aktarmaktadır. Tüketici etnosentrizmi de, orjin ülke etkisi araştırmalarında önemli bir yer teşkil etmektedir. Bu bilgilerden hareketle bu araştırma; Türkiye’de üniversite öğrencilerinin (gençlerin) satın alma davranışlarında orjin ülke etkisi farkındalıklarını saptamaya yönelik gerçekleştirilmiştir. Araştırmanın amacı, bir ürünün üretildiği ülkenin, gençlerin satın alma davranışları üzerindeki etkisini ortaya koymaktır. Örneklem olarak, daha bilinçli bir grup olduğu düşünülen, İstanbul Üniversitesi İletişim Fakültesi Halkla İlişkiler ve Tanıtım bölümü öğrencileri belirlenmiştir. Örneklem, Türk gençliğinin tamamını temsil etmemektedir. Ancak araştırmanın, Türk tüketicisinin (farklı sosyal paydaş grupları bazında) Türk markaları ve yabancı markalara yönelik satın alma davranışlarına yönelik gerçekleştirilecek yeni araştırmalar için farklı bir bakış açısını ve önemli bir veri sağladığı düşünülmektedir. Orjin ülke etkisi konusunda ülkemizde yapılmış araştırma sayısının çok az olduğu bilinmektedir. 

Keywords

Orjin Ülke, Orjin Ülke Etkisi, Ülke Markası

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• Germany 19 High- quality, durable, high technology, disciplined, the best, reliance, hygienic, perfect, automotive industry Japan 19 High technology, high- quality, durable USA 15 High- quality, high technology, durable, disciplined, reliance Britain 7 High- quality, durable France 7 High- quality, durable, high technology, Sweden 5 High level of welfare, High- quality, disciplined Italy 4 High level of welfare, Leather products Russia 3 High- quality, durable Korea 2 High- quality, high technology Finland 2 High- quality, reliance Switzerland 2 High level of welfare, High- quality Canada 2 High level of welfare Norway 2 High level of welfare Belgium 1 High level of welfare İsrael 1 One of the strongest countries Congo 1 Brasil 1 TABLE 2: The countries which affect buying behaviour negatively and country images COUNTRY FREQUENCY REASONS FOR NOT BEING PREFERRED China 19 Low- quality, poor durability, unhealthy, cheap, Israel 14 Political reasons, religious reasons USA 5 Political reasons, boycott Arab Countries 2 Low- quality India 2 Low- quality, High population Greece 1 Political reasons Iran 1 Insecure Syria 1 Insecure Japan 1 Low- quality Russia 1 Political reasons Korea 1 Low- quality Switzerland 1 Political reasons France 1 Political reasons Pakistan 1 Low- quality Taiwan 1 Low- quality TABLE 3: The reasons why Turkish products affect the buying behaviour of Turkish youth ANSWERS REASONS Strongly Agree Local product, contribution to national economy, improvement of the economy, local products in food and textile, choosing new product, trust Agree Contribution to national development and economy, incentive of national capital, quality of the product trust, detailed information Not sure Preferring foreign countries’ products, quality problem, cheap, national feelings, possibility of defective production, it changes from product to product, price, trust, not important Disagree Preference of high- quality and reliable products, preference of sufficient products, defective production , trust, price, image,