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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

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.

Kaynakça

  • Agarwal, S. ve Sikri, S. (1996). Country Image: Consumer Evaluation of Product Category Extensions. International Marketing Review, 13(8): 23‐ 39.
  • Akdeniz Ar, A. ve Kara, A. (2014). Emerging Market Consumers’ Country of Production Image, Trust, and Quality Perceptions of Global Brands Made‐ in China. Journal of Product & Brand Management, 23(7): 491‐ 503.
  • Bilkey, W. J. ve Nes, E. (1982). Country‐of‐Origin Effects on Product Evaluations. Journal of International Business Studies, 13(1): 89‐ 100.
  • Campbell, M. C. (1999). “Why Did You Do That?” The Important Role of Inferred Motive in Perceptions of Price Fairness. Journal of Product & Brand Management, 8(2): 145‐152.
  • Celuch, K. ve Taylor, S. A. (1999). Involvement with Services: An Empirical Replication And Extension Of Zaichkowsky’s Personal Involvement Inventory. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 12: 109‐122.
  • Chao, P. (1993). Partitioning Country of Origin Effects: Consumer Evaluations of A Hybrid Product. Journal of International Business Studies, 24(2): 291‐306.
  • Eroglu, S. A. ve Machleit, K. A. (1989). Effects of Individual and Product‐Specific Variables on Utilising Country of Origin as a Product Quality Cue. International Marketing Review, 6(6): 27‐41.
  • Han, C. M. ve Terpstra, V. (1988). Country of Origin Effects for Uni‐National and Bi‐National Products. Journal of International Business Studies, 19(2): 235‐255.
  • Han, C. M. (1989). Country Image: Halo or Summary Construct?. Journal of Mar‐ keting Research, 26: 222‐229.
  • Herrmann, A., Xia, L., Monroe, K. B., Huber, F. (2007). The Influence of Price Fairness on Customer Satisfaction: An Empirical Test in the Context of Automobile Purchases. Journal of Product & Brand Management, 16(1):49‐58.
  • Homburg, C., Totzek, D., Krämer, M. (2014). How Price Complexity Takes Its Toll: The Neglected Role of A Simplicity Bias and Fairness in Price Evaluations. Journal of Business Research, 67(6): 1114‐1122.
  • Johansson, J. K., Douglas, S. P., Nonaka, I. (1985). Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective. Journal of Marketing Research, 22(4): 388‐396.
  • Keller, K. L. (1993). Conceptualizing, Measuring And Managing Customer‐ Based Brand Equity. Journal of Marketing, 57(1): 1‐22.
  • Kim, C. K. ve Chung, J. Y. (1997). Brand Popularity, Country Image and Market Share: An Empirical Study. Journal of International Business Studies. 28(2): 361‐386.
  • Koschate‐Fischer, N., Diamantopoulos, A., Oldenkotte, K. (2012). Are Consumers Really Willing to Pay More for A Favorable Country Image?A Study of Country‐Of‐Origin Effects On Willingness to Pay. Journal of International Marketing, 20(1): 19‐41.
  • Lichtenstein, D. R., Ridgway, N. M., Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2): 234‐245.
  • Maronick, T. J. (1995). An Empirical Investigation of Consumer Perceptions of “Made in USA” Claims. International Marketing Review, 12(3): 15‐30.
  • Martin, I. M. ve Eroglu, S. (1993). Measuring A Multi‐Dimensional Construct: Country Image. Journal of Business Research, 28(3): 191‐210.
  • Miyazaki, A. D., Grewal, D., Goodstein, R. C. (2005). The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency. Journal of Consumer Research, 32(1): 146‐153.
  • Nagashima, A. (1977). A Comparative “Made in” Product Image Survey among Japanese Businessmen. Journal of Marketing, 41(3): 95‐100.
  • Pallant, J. (2005). SPSS Survival Manual: A Step By Step Guide to Data Analysis Using SPSS for Windows, 2 nd edition, New York: Open University.
  • Pappu, R., Quester, P. G., Cooksey, R. W. (2007). Country Image and Consumer‐ Based Brand Equity: Relationships and Implications for International Marketing. Journal of International Business Studies, 38(5): 726‐745.
  • Roth, M. S., Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country‐Of‐Origin Effects. Journal of International Business Studies, 23(3): 477‐497.
  • Schooler, R. D. (1965). Product Bias in the Central American Common Market. Journal of Marketing Research, 2(4): 394‐397.
  • Schooler, R. (1971). Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S. Journal of International Business Studies, 2(1): 71‐80.
  • Suri, R. ve Thakor, M. V. (2013). “Made in Country” Versus “Made in County”: Effects of Local Manufacturing Origins on Price Perceptions. Psychology and Marketing, 30(2): 121‐132.
  • Tabachnick, B. G. ve Fidell, L. S. (2007). Using Multivariate Statistics, 5 nd edition, Boston: Pearson.
  • Wang, Q., Sun, T., Li, M., Li, W., Zou, Y. (2013). Effectiveness of the “Made in China” TV Advertisement. Journal of Chinese Economic and Foreign Trade Studies, 6(1): 4‐18.
  • Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3): 341‐352.
  • Zeugner‐Roth, K. P., Diamantopoulos, A., Montesinos, M. A. (2008). Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study. Management International Review, 48(5): 577‐602.

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

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

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.

Kaynakça

  • Agarwal, S. ve Sikri, S. (1996). Country Image: Consumer Evaluation of Product Category Extensions. International Marketing Review, 13(8): 23‐ 39.
  • Akdeniz Ar, A. ve Kara, A. (2014). Emerging Market Consumers’ Country of Production Image, Trust, and Quality Perceptions of Global Brands Made‐ in China. Journal of Product & Brand Management, 23(7): 491‐ 503.
  • Bilkey, W. J. ve Nes, E. (1982). Country‐of‐Origin Effects on Product Evaluations. Journal of International Business Studies, 13(1): 89‐ 100.
  • Campbell, M. C. (1999). “Why Did You Do That?” The Important Role of Inferred Motive in Perceptions of Price Fairness. Journal of Product & Brand Management, 8(2): 145‐152.
  • Celuch, K. ve Taylor, S. A. (1999). Involvement with Services: An Empirical Replication And Extension Of Zaichkowsky’s Personal Involvement Inventory. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 12: 109‐122.
  • Chao, P. (1993). Partitioning Country of Origin Effects: Consumer Evaluations of A Hybrid Product. Journal of International Business Studies, 24(2): 291‐306.
  • Eroglu, S. A. ve Machleit, K. A. (1989). Effects of Individual and Product‐Specific Variables on Utilising Country of Origin as a Product Quality Cue. International Marketing Review, 6(6): 27‐41.
  • Han, C. M. ve Terpstra, V. (1988). Country of Origin Effects for Uni‐National and Bi‐National Products. Journal of International Business Studies, 19(2): 235‐255.
  • Han, C. M. (1989). Country Image: Halo or Summary Construct?. Journal of Mar‐ keting Research, 26: 222‐229.
  • Herrmann, A., Xia, L., Monroe, K. B., Huber, F. (2007). The Influence of Price Fairness on Customer Satisfaction: An Empirical Test in the Context of Automobile Purchases. Journal of Product & Brand Management, 16(1):49‐58.
  • Homburg, C., Totzek, D., Krämer, M. (2014). How Price Complexity Takes Its Toll: The Neglected Role of A Simplicity Bias and Fairness in Price Evaluations. Journal of Business Research, 67(6): 1114‐1122.
  • Johansson, J. K., Douglas, S. P., Nonaka, I. (1985). Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective. Journal of Marketing Research, 22(4): 388‐396.
  • Keller, K. L. (1993). Conceptualizing, Measuring And Managing Customer‐ Based Brand Equity. Journal of Marketing, 57(1): 1‐22.
  • Kim, C. K. ve Chung, J. Y. (1997). Brand Popularity, Country Image and Market Share: An Empirical Study. Journal of International Business Studies. 28(2): 361‐386.
  • Koschate‐Fischer, N., Diamantopoulos, A., Oldenkotte, K. (2012). Are Consumers Really Willing to Pay More for A Favorable Country Image?A Study of Country‐Of‐Origin Effects On Willingness to Pay. Journal of International Marketing, 20(1): 19‐41.
  • Lichtenstein, D. R., Ridgway, N. M., Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, 30(2): 234‐245.
  • Maronick, T. J. (1995). An Empirical Investigation of Consumer Perceptions of “Made in USA” Claims. International Marketing Review, 12(3): 15‐30.
  • Martin, I. M. ve Eroglu, S. (1993). Measuring A Multi‐Dimensional Construct: Country Image. Journal of Business Research, 28(3): 191‐210.
  • Miyazaki, A. D., Grewal, D., Goodstein, R. C. (2005). The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency. Journal of Consumer Research, 32(1): 146‐153.
  • Nagashima, A. (1977). A Comparative “Made in” Product Image Survey among Japanese Businessmen. Journal of Marketing, 41(3): 95‐100.
  • Pallant, J. (2005). SPSS Survival Manual: A Step By Step Guide to Data Analysis Using SPSS for Windows, 2 nd edition, New York: Open University.
  • Pappu, R., Quester, P. G., Cooksey, R. W. (2007). Country Image and Consumer‐ Based Brand Equity: Relationships and Implications for International Marketing. Journal of International Business Studies, 38(5): 726‐745.
  • Roth, M. S., Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country‐Of‐Origin Effects. Journal of International Business Studies, 23(3): 477‐497.
  • Schooler, R. D. (1965). Product Bias in the Central American Common Market. Journal of Marketing Research, 2(4): 394‐397.
  • Schooler, R. (1971). Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S. Journal of International Business Studies, 2(1): 71‐80.
  • Suri, R. ve Thakor, M. V. (2013). “Made in Country” Versus “Made in County”: Effects of Local Manufacturing Origins on Price Perceptions. Psychology and Marketing, 30(2): 121‐132.
  • Tabachnick, B. G. ve Fidell, L. S. (2007). Using Multivariate Statistics, 5 nd edition, Boston: Pearson.
  • Wang, Q., Sun, T., Li, M., Li, W., Zou, Y. (2013). Effectiveness of the “Made in China” TV Advertisement. Journal of Chinese Economic and Foreign Trade Studies, 6(1): 4‐18.
  • Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3): 341‐352.
  • Zeugner‐Roth, K. P., Diamantopoulos, A., Montesinos, M. A. (2008). Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study. Management International Review, 48(5): 577‐602.
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Kalender Özcan Atılgan Bu kişi benim

Nihal Yılmaz Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 9 Sayı: 18

Kaynak Göster

APA Atılgan, K. Ö., & Yılmaz, N. (2016). ÜRÜNLERİN ÜRETİLDİKLERİ ÜLKELERE YÖNELİK BİLGİ VE TÜKETİCİLERİN ÜLKE İMAJI, FİYAT ADALETİ İLE FİYAT‐KALİTE ŞEMASI ALGILAMALARI ARASINDAKİ FARKLILIKLAR. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 9(18), 1-13.