ÜRÜNLERİN ÜRETİLDİKLERİ ÜLKELERE YÖNELİK BİLGİ VE TÜKETİCİLERİN ÜLKE İMAJI, FİYAT ADALETİ İLE FİYAT‐KALİTE ŞEMASI ALGILAMALARI ARASINDAKİ FARKLILIKLAR

Yıl 2016, Cilt: 9 Sayı: 18, 1 - 13, 01.12.2016

Kalender Özcan Atılgan Nihal Yılmaz

Öz

Pazarlama akademisyenleri uzun süredir ülkelerin ve ülkelerin etkilerini tüketi‐ ci tercihleri bağlamında yorumlamaktadırlar. Fiyat ve kalite, pazar ile ilgili ipuç‐ larının en başında gelmesinden dolayı, ürünleri değerlendirmede “üretim yeri” bilgisinin etkisine özellikle odaklanılması gerekmektedir. Bu çalışmada iki grup‐ lu deneysel tasarıma “Almanya’da üretilmiştir” ve “Çin’de üretilmiştir” dayalı anketler yoluyla Mersin’de yaşayan 312 kadın tüketiciden veriler elde edilmiş ve aynı kozmetik ürününü üreten iki ülke arasında, makro ve mikro ülke imajı, fiyat adaleti algısı ile fiyat‐kalite şeması bağlamında farklılıklar test edilmiştir. Çok değişkenli test sonuçları MANCOVA , iki ülke arasında makro ve mikro ülke imajı, fiyat adaleti algısı ile fiyat‐kalite şeması açısından anlamlı farklılıklar bulunduğunu göstermiştir.

Anahtar Kelimeler

Ülke imajı, üretim yeri, fiyat adaleti algısı, fiyat‐kalite şeması

EFFECT OF PRODUCTS’ COUNTRY OF MANUFACTURE INFORMATION AND DIFFERENCE BETWEEN COUNTRY IMAGE, PRICE FAIRNESS, AND PRICE‐QUALITY SCHEMA

Öz

Marketing academics have long been interpreted the effect of countries and their images within the scope of consumers’ preferences. Since price and quality are leading marketplace cues among other factors, the influence of “made in” information in evaluating products is needed to be specifically focused. In this study, through a survey based on the two‐group design “made in Germany” vs “made in China” , primary data from 312 women living in Mersin has been collected and the data was used to test the difference between two countries that manufacture the same cosmetic product by means of macro and micro country image, price fairness, and price‐quality schema. The multivariate test results MANCOVA showed that macro and micro country image, price fairness, and price‐quality schema significantly differ between given countries.

Anahtar Kelimeler

Country image, made in, price fairness perception, price‐quality schema

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