TÜRK TÜKETİCİLERİN ALMAN VE ÇİN ÜRÜNLERİNE YÖNELİK ÜLKE MENŞEİ ALGISI-PERCEPTION OF TURKISH CONSUMERS ABOUT COUNTRY OF ORIGIN EFFECT IN GERMAN AND CHINESE PRODUCTS

Year 2010, Volume: 9 Issue: 33, 173 - 184, 17.06.2012

Evrim İldem Develi

Abstract

Ülke menşei etkisi uluslararası pazarlarda tüketicinin satın alma kararını etkileyen önemli bir değişkendir. Ülke menşe etkisinin önemli olduğu birçok ürün bulunmaktadır. Bunlar arasında parfüm, aksesuar, otomobil, moda tekstil ürünleri, tüketici elektroniği, yazılım vb. yer almaktadır. Bazı zamanlarda ülke markalarının grafiğinde düşüş görülebilir. Mükemmel ürünler tüketiciyi işletmeyi ürünün kalitesiyle değerlendirmeye sevk etmektedir. Ancak, tek bir kalitesiz veya kötü ürün tüketicinin işletme hakkındaki bu imajını yıkabilmektedir. Bugün dünyanın birçok yerindeki tüketiciler öncekinden daha zengin, daha bilgili ve üreticiler üzerinde  daha fazla güce sahiptirler. Kültüre karşı olan hassasiyet yeni yüzyılın başarılı marka değerlendirmesinde önemli bir kriter haline gelmiştir. Bu çalışma ülke menşei etkisinin Türk tüketicilerinin Alman ve Çin ülkelerine karşı genel ülke tutumu ile bu tüketicilerin Alman ve Çin otomobil ve dvd ürünlerine karşı görüşlerini ortaya koymaya yönelik olarak yapılmıştır. Çalışmada Parameswaran, Ravi ve Pisharodi’nin (1994) Journal of Advertising’de yayınlanan “Facets of Country-of-Origin Image: An Emprical Assessment” adlı makalesindeki araştırma esas alınmıştır.-

Country of the origin effect (COO) is an important variable affecting consumer purchase in international marketing. There are many products where the COO is important to consumers, such as perfumes, accessories, automobiles, high-fashion clothes, consumer electronics, software and so on. Excellent products shape consumers start to equate a company with quality, but one single bad product may damage this perception. Sensitivity to culture could become one of the defining characteristics of the new century’s successful global brands. This research will look at COO effects with respect to discover Turkish consumers perception of general country attitude about Germany and China and also perception of German and Chinese products like automobiles and Dvd players. As a research method Parameswaran, Ravi and Pisharodi’s study (1994) which is published in Journal of Advertising “Facets of Country-of-Origin Image: An Emprical Assessment” is used.

Keywords

Ülke Menşei Etkisi; Ürün ve Ülke İmajı; Algı; Kalite-Country of Origin; Product and Country Image; Perception, Quality.

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• Evrim Ildem DEVELİ ([e-mail]) is a lecturer
• at Istanbul Kultur University, Vocational School, Program
• of Foreign Trade. She has gained her B.A. in Political
• Science and International Relations from Marmara
• University, in 2000. She received her M.A. in
• International Commerce from Istanbul Commerce
• University, Social Sciences Institute in 2003 and her PhD
• in Product Management and Marketing from Marmara
• University, Social Sciences Institute, in 2008. She gives
• courses on Integrated Marketing Communication, E
• Commerce, Marketing Principles, Consumer Behaviors,
• International Marketing, Hotel Marketing, Tourism
• Marketing, Customer Relationship Management.