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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

• Country of origin
• Consumer willingness to purchase
• Consumer behavior

Kaynakça

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