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A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS

Yıl 2013, Sayı: 45 - İletişim Fakültesi Hakemli Dergisi, 39 - 52, 15.12.2013

Öz

The buying behaviour of consumers is one of the most commonly researched subjects in marketing. ‘Country of origin effect’ (COO) is one of the key concepts casting light on the purchasing process of consumers. Many studies have shown that COO effect is vital for the buying process, persuasion and product evaluation. Consumer ethnocentrism is another important factor in the domain of COO effect studies. In light of this information, this study intends to find out COO effect awareness in the buying behavior of university students in Turkey. The purpose of this research is to show how a country’s products affect the buying behavior of young consumers in Turkey. Students of Istanbul University Faculty of Communication Public Relations and Advertising Department were employed as a sample because they are considered to be a more conscious group. Though the current sample does not represent all Turkish youth, further research can be conducted concerning Turkish products and the purchasing prejudices of different social shareholders. Such research would be important for understanding the behavior of Turkish consumers towards both Turkish and foreign brands since there is limited research on the COO effect in current Turkish literature.

Kaynakça

  • Amine L, Chao M., Arnold M (2004) Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China, Retrieved March 14, from http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/ AMA%20Journals/Journal%20of%20International%20Marketing/TOCs/summary%20jun%20 05/ExploringPractical_jimJun05.aspx, AMA
  • Agrawal, J. & Kamakura, W.A. (1999). Country of Origin: A Competitive Advantage?. International Journal of Resarch in Marketing, Vo.16 225-267, Retrieved December 25, 2000 from http:// www.wak2.web.rice.edu/bio
  • Aiello P, Donvito R, Godey B, Pederzoli D, Wiedmann K, Hennigs N, Siebels A, (2008) Luxury brand and country of origin effect: results of an international empirical study, retrived March 5, 2000 from http://www.escp-eap.eu/conferences/ marketing/ 2008_cp/Materiali/Paper/Fr/ Aiello_ Donvito_ Godey_ Pederzoli_Wiedmann_Hennigs_Siebels.pdf
  • Aksu Armağan E, Gürsoy Ö (2011) Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin Cetscale Ölçeği ile Değerlendirilmesi, Organizasyon ve Yönetim Bilimleri Dergisi, Cilt 3, Sayı 2, ISSN: 1309 -8039
  • Anholt, S. (2010). Definitions of place branding – Working towards a resolution. Place Branding and Public Diplomacy, Vol. 6, 1–10.
  • Balabanis, G & Diamantopoulos, A. (2004). Domestic Country Bias, Country –of- Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approch. Academy of Marketing Science Journal, 32, 80-95.
  • Blackett T (2003) What is Brand, Brands and Branding, The Economist, London: Profile Book, 13Canhua, K & Pap, S. (2006). Perceptions of Country of Origin: An Emprical Evidence, retrived March 18 from http:// bai2006.atisr.org/CD/Pages/B.htm
  • Cai, Y. ( 2002). Country-of-Origin Effects on Consumers’ Willingness to Buy Foreıgn Products: An Experiment in Consumer Decision Making, B.E.C, NanKai University, China, retrived March 11 from http://athenaeum.libs.uga.edu/ bitstream /handle/10724/6141/cai_yi_200208_ms.pdf?sequence=1.
  • Chryssochoidis, G., Krystallis, A. & Perreas, P. (2006). Ethnocentric Beliefs and Country-of-origin (COO) Effect Impact of Country, Product and Product Attributes on Greek Consumers. Evaluation of Food Products, retrived March 6 from www.emeraldinsight.com/0309-0566.htm.
  • Ghazali, M., Othman, M., Yahya, A. & Sarif, M. (2008). Products and Country of Origin Effects: The Malaysian Consumers’ Perception, International Review of Business Research Paper, Vol. 4 No.2, 91-102.
  • Häubl, G. (1996). A Cross-national Investigation of the Effects of Country of Origin and Brand Name on the Evaluation of a new car, International Marketing Review, Vol. 13 No. 5, 76-97. Kabadayi, S. & Lerman, D. (2011). Made in China but sold at Fao Schwarz: Country of Origin Effect and Trusting Beliefs, International Marketing Review. - Bradford: Emerald, ISSN 0265-1335, ZDB-ID 8597674. - Vol. 28.2011, 1, 102-126, retrived March 5 from http://institut-gestion. univ-larochelle.fr/IMG/pdf/MADE_ IN_ CHINA_ BUT_ SOLD_ AT_ FAO_ SCHWARZ.pdf
  • Khan, H. & Bamber, D. (2008). Country of Origin Effects, Brand Image, and Social Status in an Emerging Market. Human Factors and Ergonomics in Manufacturing, Vol. 18 (5), 580–588. Marketing Power (2012). Retrived March 11 from http://www.marketingpower.com/_layouts/ dictionary.aspx?dLetter=P
  • Martin, B., Lee, M. & Lacey, C. (2011). Countering Negative Country of Origin Effects Using Imagery Processing. Journal of Consumer Behaviour, Published online in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/cb.351, 10: 80–92
  • Maheswaran, D. (2006). Country of Origin Effects: Consumer Perceptions of Japan in South East Asia, Working Paper Series Center for Japan-U.S. Business and Economic Studies The Leonard N. Stern School of Business, New York University, retrived March 11 from http://w4.stern. nyu.edu/emplibrary/mahesh006.pdf.
  • Onay, A. (2008). Ülke Orijini Kavramı ve Ülke İmajı, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, Ocak, 102-112.
  • Papadopoulos, N. (2004). Place Branding: Evolution, Meaning and Implications, Place Branding, Vol. 1, 1, 36–49.
  • Simonin, B. (2008). Branding and Public Diplomacy: Challenges and Opportunities, HeinOnline retrived December 12 from http://heinonline.org, VOL. 32:3 Special Edition, 19-34 TABLES: TABLE 1: The countries which affect buying behaviour positively and country images COUNTRY FREQUENCY REASONS OF PREFERANCE
  • Germany 19 High- quality, durable, high technology, disciplined, the best, reliance, hygienic, perfect, automotive industry Japan 19 High technology, high- quality, durable USA 15 High- quality, high technology, durable, disciplined, reliance Britain 7 High- quality, durable France 7 High- quality, durable, high technology, Sweden 5 High level of welfare, High- quality, disciplined Italy 4 High level of welfare, Leather products Russia 3 High- quality, durable Korea 2 High- quality, high technology Finland 2 High- quality, reliance Switzerland 2 High level of welfare, High- quality Canada 2 High level of welfare Norway 2 High level of welfare Belgium 1 High level of welfare İsrael 1 One of the strongest countries Congo 1 Brasil 1 TABLE 2: The countries which affect buying behaviour negatively and country images COUNTRY FREQUENCY REASONS FOR NOT BEING PREFERRED China 19 Low- quality, poor durability, unhealthy, cheap, Israel 14 Political reasons, religious reasons USA 5 Political reasons, boycott Arab Countries 2 Low- quality India 2 Low- quality, High population Greece 1 Political reasons Iran 1 Insecure Syria 1 Insecure Japan 1 Low- quality Russia 1 Political reasons Korea 1 Low- quality Switzerland 1 Political reasons France 1 Political reasons Pakistan 1 Low- quality Taiwan 1 Low- quality TABLE 3: The reasons why Turkish products affect the buying behaviour of Turkish youth ANSWERS REASONS Strongly Agree Local product, contribution to national economy, improvement of the economy, local products in food and textile, choosing new product, trust Agree Contribution to national development and economy, incentive of national capital, quality of the product trust, detailed information Not sure Preferring foreign countries’ products, quality problem, cheap, national feelings, possibility of defective production, it changes from product to product, price, trust, not important Disagree Preference of high- quality and reliable products, preference of sufficient products, defective production , trust, price, image,

ÜNİVERSİTE ÖĞRENCİLERİNİN SATIN ALMA DAVRANIŞINDA ORJİN ÜLKE ETKİSİNİ SAPTAMAYA YÖNELİK PİLOT BİR ARAŞTIRMA

Yıl 2013, Sayı: 45 - İletişim Fakültesi Hakemli Dergisi, 39 - 52, 15.12.2013

Öz

Tüketicilerin satın alma davranışları son yıllarda en çok araştırılan konuların içinde yer almaktadır. Tüketicilerin satın alma süreçlerine odaklanılarak araştırılan konulardan biri ‘orjin ülke etkisi’ kavramı olarak bilinmektedir. Gerçekleştirilen birçok araştırma, orjin ülke etkisi’nin tüketicilerin satın alma süreçlerinde ikna ve satın alma sonrasında değerlendirmeleri üzerinde etkili olduğunu aktarmaktadır. Tüketici etnosentrizmi de, orjin ülke etkisi araştırmalarında önemli bir yer teşkil etmektedir. Bu bilgilerden hareketle bu araştırma; Türkiye’de üniversite öğrencilerinin (gençlerin) satın alma davranışlarında orjin ülke etkisi farkındalıklarını saptamaya yönelik gerçekleştirilmiştir. Araştırmanın amacı, bir ürünün üretildiği ülkenin, gençlerin satın alma davranışları üzerindeki etkisini ortaya koymaktır. Örneklem olarak, daha bilinçli bir grup olduğu düşünülen, İstanbul Üniversitesi İletişim Fakültesi Halkla İlişkiler ve Tanıtım bölümü öğrencileri belirlenmiştir. Örneklem, Türk gençliğinin tamamını temsil etmemektedir. Ancak araştırmanın, Türk tüketicisinin (farklı sosyal paydaş grupları bazında) Türk markaları ve yabancı markalara yönelik satın alma davranışlarına yönelik gerçekleştirilecek yeni araştırmalar için farklı bir bakış açısını ve önemli bir veri sağladığı düşünülmektedir. Orjin ülke etkisi konusunda ülkemizde yapılmış araştırma sayısının çok az olduğu bilinmektedir. 

Kaynakça

  • Amine L, Chao M., Arnold M (2004) Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China, Retrieved March 14, from http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/ AMA%20Journals/Journal%20of%20International%20Marketing/TOCs/summary%20jun%20 05/ExploringPractical_jimJun05.aspx, AMA
  • Agrawal, J. & Kamakura, W.A. (1999). Country of Origin: A Competitive Advantage?. International Journal of Resarch in Marketing, Vo.16 225-267, Retrieved December 25, 2000 from http:// www.wak2.web.rice.edu/bio
  • Aiello P, Donvito R, Godey B, Pederzoli D, Wiedmann K, Hennigs N, Siebels A, (2008) Luxury brand and country of origin effect: results of an international empirical study, retrived March 5, 2000 from http://www.escp-eap.eu/conferences/ marketing/ 2008_cp/Materiali/Paper/Fr/ Aiello_ Donvito_ Godey_ Pederzoli_Wiedmann_Hennigs_Siebels.pdf
  • Aksu Armağan E, Gürsoy Ö (2011) Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin Cetscale Ölçeği ile Değerlendirilmesi, Organizasyon ve Yönetim Bilimleri Dergisi, Cilt 3, Sayı 2, ISSN: 1309 -8039
  • Anholt, S. (2010). Definitions of place branding – Working towards a resolution. Place Branding and Public Diplomacy, Vol. 6, 1–10.
  • Balabanis, G & Diamantopoulos, A. (2004). Domestic Country Bias, Country –of- Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approch. Academy of Marketing Science Journal, 32, 80-95.
  • Blackett T (2003) What is Brand, Brands and Branding, The Economist, London: Profile Book, 13Canhua, K & Pap, S. (2006). Perceptions of Country of Origin: An Emprical Evidence, retrived March 18 from http:// bai2006.atisr.org/CD/Pages/B.htm
  • Cai, Y. ( 2002). Country-of-Origin Effects on Consumers’ Willingness to Buy Foreıgn Products: An Experiment in Consumer Decision Making, B.E.C, NanKai University, China, retrived March 11 from http://athenaeum.libs.uga.edu/ bitstream /handle/10724/6141/cai_yi_200208_ms.pdf?sequence=1.
  • Chryssochoidis, G., Krystallis, A. & Perreas, P. (2006). Ethnocentric Beliefs and Country-of-origin (COO) Effect Impact of Country, Product and Product Attributes on Greek Consumers. Evaluation of Food Products, retrived March 6 from www.emeraldinsight.com/0309-0566.htm.
  • Ghazali, M., Othman, M., Yahya, A. & Sarif, M. (2008). Products and Country of Origin Effects: The Malaysian Consumers’ Perception, International Review of Business Research Paper, Vol. 4 No.2, 91-102.
  • Häubl, G. (1996). A Cross-national Investigation of the Effects of Country of Origin and Brand Name on the Evaluation of a new car, International Marketing Review, Vol. 13 No. 5, 76-97. Kabadayi, S. & Lerman, D. (2011). Made in China but sold at Fao Schwarz: Country of Origin Effect and Trusting Beliefs, International Marketing Review. - Bradford: Emerald, ISSN 0265-1335, ZDB-ID 8597674. - Vol. 28.2011, 1, 102-126, retrived March 5 from http://institut-gestion. univ-larochelle.fr/IMG/pdf/MADE_ IN_ CHINA_ BUT_ SOLD_ AT_ FAO_ SCHWARZ.pdf
  • Khan, H. & Bamber, D. (2008). Country of Origin Effects, Brand Image, and Social Status in an Emerging Market. Human Factors and Ergonomics in Manufacturing, Vol. 18 (5), 580–588. Marketing Power (2012). Retrived March 11 from http://www.marketingpower.com/_layouts/ dictionary.aspx?dLetter=P
  • Martin, B., Lee, M. & Lacey, C. (2011). Countering Negative Country of Origin Effects Using Imagery Processing. Journal of Consumer Behaviour, Published online in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/cb.351, 10: 80–92
  • Maheswaran, D. (2006). Country of Origin Effects: Consumer Perceptions of Japan in South East Asia, Working Paper Series Center for Japan-U.S. Business and Economic Studies The Leonard N. Stern School of Business, New York University, retrived March 11 from http://w4.stern. nyu.edu/emplibrary/mahesh006.pdf.
  • Onay, A. (2008). Ülke Orijini Kavramı ve Ülke İmajı, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, Ocak, 102-112.
  • Papadopoulos, N. (2004). Place Branding: Evolution, Meaning and Implications, Place Branding, Vol. 1, 1, 36–49.
  • Simonin, B. (2008). Branding and Public Diplomacy: Challenges and Opportunities, HeinOnline retrived December 12 from http://heinonline.org, VOL. 32:3 Special Edition, 19-34 TABLES: TABLE 1: The countries which affect buying behaviour positively and country images COUNTRY FREQUENCY REASONS OF PREFERANCE
  • Germany 19 High- quality, durable, high technology, disciplined, the best, reliance, hygienic, perfect, automotive industry Japan 19 High technology, high- quality, durable USA 15 High- quality, high technology, durable, disciplined, reliance Britain 7 High- quality, durable France 7 High- quality, durable, high technology, Sweden 5 High level of welfare, High- quality, disciplined Italy 4 High level of welfare, Leather products Russia 3 High- quality, durable Korea 2 High- quality, high technology Finland 2 High- quality, reliance Switzerland 2 High level of welfare, High- quality Canada 2 High level of welfare Norway 2 High level of welfare Belgium 1 High level of welfare İsrael 1 One of the strongest countries Congo 1 Brasil 1 TABLE 2: The countries which affect buying behaviour negatively and country images COUNTRY FREQUENCY REASONS FOR NOT BEING PREFERRED China 19 Low- quality, poor durability, unhealthy, cheap, Israel 14 Political reasons, religious reasons USA 5 Political reasons, boycott Arab Countries 2 Low- quality India 2 Low- quality, High population Greece 1 Political reasons Iran 1 Insecure Syria 1 Insecure Japan 1 Low- quality Russia 1 Political reasons Korea 1 Low- quality Switzerland 1 Political reasons France 1 Political reasons Pakistan 1 Low- quality Taiwan 1 Low- quality TABLE 3: The reasons why Turkish products affect the buying behaviour of Turkish youth ANSWERS REASONS Strongly Agree Local product, contribution to national economy, improvement of the economy, local products in food and textile, choosing new product, trust Agree Contribution to national development and economy, incentive of national capital, quality of the product trust, detailed information Not sure Preferring foreign countries’ products, quality problem, cheap, national feelings, possibility of defective production, it changes from product to product, price, trust, not important Disagree Preference of high- quality and reliable products, preference of sufficient products, defective production , trust, price, image,
Toplam 18 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Tuğçe Boran

Yayımlanma Tarihi 15 Aralık 2013
Yayımlandığı Sayı Yıl 2013 Sayı: 45 - İletişim Fakültesi Hakemli Dergisi

Kaynak Göster

APA Boran, T. (2013). A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal(45), 39-52.
AMA Boran T. A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. Aralık 2013;(45):39-52.
Chicago Boran, Tuğçe. “A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, sy. 45 (Aralık 2013): 39-52.
EndNote Boran T (01 Aralık 2013) A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal 45 39–52.
IEEE T. Boran, “A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS”, İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, sy. 45, ss. 39–52, Aralık 2013.
ISNAD Boran, Tuğçe. “A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal 45 (Aralık 2013), 39-52.
JAMA Boran T. A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. 2013;:39–52.
MLA Boran, Tuğçe. “A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS”. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal, sy. 45, 2013, ss. 39-52.
Vancouver Boran T. A PILOT STUDY FOR THE COUNTRY OF ORIGIN EFFECT ON BUYING BEHAVIOUR OF UNIVERSITY STUDENTS. İstanbul Üniversitesi İletişim Fakültesi Dergisi | Istanbul University Faculty of Communication Journal. 2013(45):39-52.