Alman Tüketicilerin Türk malı satın alma niyetleri: Ülke imajı ve tüketici etnosentrizminin etkileri üzerine bir araştırma

Türkiyenin geldiği aşama ve ulaşmak istediği konum itibari ile uluslararası pazarda rekabetgücünü koruyabilmesi için, tüketicilerin Türk mallarına kar şı tutumlarının daha iyi anlaşılmasıgerekmektedir. Bu araştırma, uluslararası pazarlardaki tüketicilerin Türkiyede üretilen ürünler eyönelik tutumlarını şekillendiren faktörlere ilişkin mevcut bilgi birikimini artırmayı hedeflemektedir.Bu hedefe yönelik olarak araştırma, Türkiye için en önemli dış pazarlardan biri olan Almanyapazarındaki tüketicilerin zihnindeki Türkiye imajının ve tüketicilerin etnosentrik eğilimlerinin Türkmalı satın alma eğilimlerine etkilerini incelemeye odaklanmıştır. Bu kapsamda Almanyanın 4 farklışehrinde toplam 405 tüketici üzerinde bir anket çalışması uygulanmıştır. Analizler, Almantüketicilerin Türkiyenin gelişmişlik seviyesi ve sahip olduğu işgücü kalitesi hakkındaki inançlarınınTürk mallarına yönelik tutumları etkilediğini ortaya koymaktadır. Sonuçlar ayrıca, etnosentrikeğilimleri yüksek Alman tüketicilerin Türk ürünlerinin işçilik, tasarım, dayanıklılık gibi özelliklerihakkında nispeten daha olumsuz değerlendirmeler yaptıklarını göstermiştir. Tüm araştırma bulgularıdetayları ile tartışılmış, gelecek araştırmalar için öneriler sunulmuştur.

German consumers intention of purchasing Turkish products: Astudy on the effects of country image and consumer

Considering Turkey s current position and future goals, to remain competitive in theinternational markets, consumer attitude towards Turkish products should be understoo d. This studyaims to increase available knowledge about factors which contribute to attitude of consumers at international market towards products produced in Turkey. Fort his aim, the study focuses onanalyzing the effect of Turkey image of consumers in German market, one of the most importantforeign markets for Turkey, and consumer ethnocentric tendency on their intention o f purchasingTurkish goods. Within this scope, a survey study was carried out on 405 consumers in 4 different citiesof Germany. Analyses revealed that the beliefs of German consumers about development level andlabor quality of Turkey influence their attitude towards Turkish products . Results also show thatGerman consumers who have high ethnocentric tendency make rather negative evaluations aboutworkmanship, design, durability of Turkish goods. All findings of study were discussed in details andsuggestions were provided for future studies.

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