the evaluation of turkish consumers' attitudes towards foreign products

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country origin. In spite of this, Germany seems to have been evaluated more positively in terms of the attitudes towards the importance of country origin. With regards to the overalls, Germany has been determined as the most positively evaluated country out of the three countries. Italy is the next and then France comes. RESULTS AND SUGGESTIONS. This study is a descriptive research aiming to reveal the attitudes towards the products made in Germany, France and Italy, the marketing activities of the products and the importance of country origin. The results of the study suggests that participants evaluated the products made in Germany as appropriate for the needs of Turkish consumers, having a competitive advantage when compared with the products made in other countries, carefully produced and having better workmanship, showing great progress in the use of advanced technology, having many alternatives in models, being used very wisely with regards to the use of color and design, reliable and long-lasting. Participants evaluated the products made in Italy as having a competitive advantage compared with the products made in other countries, carefully produced and having a better workmanship, having many alternatives in models, being utilized carefully with regards to color and design, for luxurious consumption rather than for basic needs as their structures required. Participants evaluated the products made in France as having competitive advantage compared with the products made in other countries, carefully produced and having better workmanship, having many alternatives in models, being used very wisely in terms of color and design, reliable and long lasting, for luxurious consumption rather than for basic needs as their structures required. When the attitudes and perceptions towards the marketing activities of the products made in Italy, France and Germany are examined; participants evaluated the marketing activities of the products made in Germany as sufficient with regards to caring and repairing services provided by the seller, having a clear and informative etiquette and manual, having an easily recognized brand and known well, being easily available at retails, having retails with good reputation, exhibiting the products and selling well, advertising the products in a persuasive way and giving a reliable source of knowledge. Participants evaluated the marketing activities of the products made in Italy as having easily recognized and well known products, having retails which have good reputation, exhibiting and selling the products well at retails, and consumers also stated that they need to be informed about the products with more promotion and advertisements. Participants evaluated the marketing activities of the products made in France as having easily recognized and well known products, exhibiting and selling the products well at outlet stores, and they also stated that they need to be informed about the products with more promotion and advertisements. When participants’ attitudes towards the importance of country origin, it is seen that no significant view has appeared. The proportions of the participants evaluating as negative, 384
positive and neutral seem to be very close to one another. On the other hand, the item which states that “I am proud of having the products made in……..” has been evaluated negatively for the three of the countries. This case can be justified with consumer ethnocentrism. In the related literature, it is found that the characteristics of the consumer ethnocentrism may differ among the consumers living in cities. When we consider that this study was carried out on a group of people living in Eskişehir and studying there, it can be stated that these characteristics could affect the evaluation of the country origin. Although no significant connection has been found between the questioned attitudes, perception and gender, it is seen that the female participants in Germany had a more negative evaluation compared with that of male participants. As a result of ANOVA analysis, it was found that participants evaluated each country differently from the others. The fact that each of the evaluated countries is a developed European country did not stop the evaluations from differing from one another. Likewise, when the related literature was examined, it was seen that the products of the developed countries have been found to be evaluated positively. Although the countries have been evaluated differently in this study, most of the participants in three countries either had positive evaluations or were neutral in the three of the investigated categories. As a result of the ANOVA analysis, the only connection found in the study is between the attitudes/perceptions towards the marketing activities of the products made in Germany and Italy and the amount of income of the participants. No significant connection was found between the attitudes/perceptions of the other country and category and the amount of income of the participants. In this respect, as participants’ income increases, it can be stated that the attitudes and perceptions towards the marketing activities of the products made in Italy and Germany may change negatively. This case can be justified with the parallelism between the amounts of the income of the participants and purchasing the product. As income increases, consumers may have the products and thus they may have the chance to try the product directly. In such a case, the importance of some facts influencing the evaluation of the products like country origin will decrease. The attitudes/perceptions consumers have before buying a certain product and after buying that product may be stated to be different. In the crosswise table prepared for the purpose of establishing relations among all the categories, each attitude and perception category for each country has been found to be related to one another. In this case, it can be stated that the participants have done their evaluations relating to the three countries. The fact that three of the countries are European countries can be stated to have affected the result. It was observed that participants have evaluated each country in three of the categories in the same way (positive/negative). In this respect, it can be stated that participants have done their evaluations for each country in a certain consistency. When the general evaluations are considered, Germany appears to have been evaluated in each attitude and perception in a more positive way. This case can be handled in a versatile way. When the case is reconsidered from historical point of view, it is seen that relations with Germany are more intense compared with the other two countries. For example, the fact that there was a group filled with admiration for Germany in Ittihak and Terakki Party, and the fact that the two countries were allied during the I. World War can also be considered as factors. This case historically may have caused Germany to 385
Page 1 and 2: THE EVALUATION OF TURKISH CONSUMERS
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