Menşe Ülke Etkisinin Tüketici Algılamaları ve Davranışlarına Yansımaları: İngiltere Pazarında Türk ve Alman Markalarının Karşılaştırılması

Yıl 2008, Cilt: 13 Sayı: 3, 153 - 177, 01.09.2008

  Yrd.doç.dr.sima Nart

Öz

Anahtar Kelimeler

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MENŞE ÜLKE ETKİSİNİN TÜKETİCİ ALGILAMALARI VE DAVRANIŞLARINA YANSIMALARI: İNGİLTERE PAZARINDA TÜRK VE ALMAN MARKALARININ KARŞILAŞTIRILMASI

Öz

Tüketici karar verme sürecinde menşe ülke etkisi belirgin bir role sahiptir. Bu çalışmanın amacı tüketicilerin marka algılamaları ve satın alma niyetlerine menşe ülke etkisinin nasıl yansıdığını incelemektir. Bu çerçevede İngiliz tüketicilerin Türk menşeli malları nasıl algıladıklarını ölçmeyi amaçlan bir araştırma tasarımı geliştirilmiştir. Türk menşeli ürünlere yönelik değerlendirmeleri daha net bir şekilde tespit edebilmek ve karşılaştırma yapabilmek için anket formunda ayrıca Alman menşeli ürünler ve beyaz eşya sektöründen bir marka hakkında ilgili sorular yer almıştır. Anket uygulamasında 274 İngiliz tüketiciyle görüşülmüştür. Analizler sonucunda elde edilen bulgular, Türk işletmeleri için uluslararası pazarlarda rekabet gücü değerlendirilmiştir. Uygulanan istatistik analizler sonucunda, araştırma kapsamında görüşülen İngiliz tüketicilerin Türk ve Alman markaları için ortaya koydukları değerlendirmeler ve oluşan davranışsal niyetleri menşe ülke etkisinden bağımsız kalamadığı görülmüştür. Her iki ülke için benzerlik taşıyan bir biçimde, tüketicilerin menşe ülkeye ilişkin değerlendirmeleri ile o ülkelerin markalarına atfettikleri kişilik ve markayı algılama biçimleri arasında belirgin paralellikler gözlenmiştir

Anahtar Kelimeler

Menşe ülke etkisi, Marka kişiliği, Marka algılaması

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