Abstract:

Today, with the influence of globalization, consumers in many countries and in many product groups are faced with foreign product options. This situation leads to a lot of research on consumers’ purchasing demands for foreign products, consumer hostility and the image of the country. But in literature it is still seen that these structures have contradictory consequences for their relationship with each other. This study aims to understand the effects of consumer hostility on the image of the country and product assessment easily and in terms of goods. The model presented for this purpose was tested with an survey study conducted with bachelor students. The findings show the impact of the country image on the desire to purchase of the human size (GCA1); the consumer hostility and the similarity size of the country image (GCA2) are different in terms of product groups in the points of impact on the product assessment. In addition, in the framework of the study, a set of results in the quality of confirming previous studies have also been obtained. In the study, the findings obtained were discussed in theoretical and practical sense.