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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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