The Perceived Country Of Origin Images In Turkey

Abstract

The purpose of this study is to investigate the effect of country-of-origin image in quality perceptions of Turkish consumers. Since the research already supports the fact that country-of-origin image reflects a consumer’s general perception about the quality of products made in a particular country and the nature of people from that country, the authors aimed to search how consistent the Turkish consumers are in perceiving some products/product groups and the countries those products are associated with. The objective is to assess the matching of perceptions of some country images and the products. Both the product-country and the country-product match information can be used to assess consumers’ purchase intentions by both marketing practitioners and the state authorities in managing country images. This study examined country-of-origin in terms of the fit between countries and product categories as perceived by a sample of 500 students/professionals in both major universities and numerous business institutions in Turkey. The findings indicated that the respondents were not consistent in associating the names of the products and the names of the countries with each other.