Abstract:

Considering Turkey’s current position and future goals, to remain competitive in the international markets, consumer attitude towards Turkish products should be understood. This study aims 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 on analyzing the effect of Turkey image of consumers in German market, one of the most important foreign markets for Turkey, and consumer ethnocentric tendency on their intention of purchasing Turkish goods. Within this scope, a survey study was carried out on 405 consumers in 4 different cities of Germany. Analyses revealed that the beliefs of German consumers about development level and labor quality of Turkey influence their attitude towards Turkish products. Results also show that German consumers who have high ethnocentric tendency make rather negative evaluations about workmanship, design, durability of Turkish goods. All findings of study were discussed in details and suggestions were provided for future studies

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