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Küresel pazarların her geçen gün geliştiği, modern ve rekabetçi dönemde, tüketicilerin ürünün menşeine yönelik algıları da değişmektedir. Son yıllarda, dünya çapındaki tüketiciler diğer ülkelerden farklı ürün ve hizmetlere rahatlıkla ulaşabilmektedir. Tüketicilerin ürün ve hizmetleri satın alma kararlarında içsel ve dışsal faktörler etkili olmaktadır. Bu faktörler, sosyo-kültürel, psikolojik ve ekonomik olduğu kadar, ürün özellikleri, kalitesi ya da ürünün menşe ülkesi gibi faktörlerde olabilmektedir. Menşe ülke (COO), tüketicilerin ürün satın alma ve değerlendirme sürecini etkileyebilecek önemli bir etken olarak görülmektedir. Tüketiciler menşe ülkeden etkilenerek farklı ürün gruplarında yerli ve yabancı ürünlere yönelik farklı tercihlerde bulunmaktadır.
Çalışmada Irak Kerkük tüketicilerinin satın alma davranışları üzerindeki menşe ülke etkisi araştırılmıştır. Kerkük’te yaşayan tüketicilerin Türk ürünlerini satın alma sürecinde demografik özellikler ile menşe ülke arasındaki ilişkiler incelenmiştir. Çalışma da nicel araştırma yöntemi kullanılarak basit tesadüfi örneklem yöntemi ile örneklem seçilmiş, online anket tekniği ile veriler toplanmıştır. Verilerin analizi SPSS 25 programı ile yapılmıştır. Araştırma sonuçları Kerkük’lü tüketicilerin satın alma kararında menşe ülkenin etkili olduğunu göstermektedir. Menşe ülke etkisinin Türk ürünleri satın alma üzerinde etkisinin ortaya çıkma nedeni olarak ülke yakınlığı, Türkmen tüketicilerin aynı dil, din ve benzer kültüre sahip olması olarak özetlenebilir. Ayrıca Türkiye’nin ve Türk menşeli ürünlerin Kerkük şehrinde iyi bir imaja sahip olması nedeniyle Türk ürünlerinin tüketicilerde iyi bir kalıp yargıya sahip olduğu gözlemlenmiştir.
In the modern and competitive period where global markets evolve every day, consumers’ perceptions of the product’s origin are also changing. In recent years, consumers around the world have been able to easily access different products and services from other countries. Internal and external factors influence consumers’ decisions on purchasing products and services. These factors may be socio-cultural, psychological and economic, in factors such as product characteristics, quality or the country of origin of the product. The country of origin (COO) is seen as an important factor that can affect consumers’ process of purchasing and evaluating products. Consumers are influenced by the country of origin and have different preferences for domestic and foreign products in different product groups.
The study has studied the influence of the source country on the purchasing behavior of Iraqi Kirkuk consumers. In the process of purchasing Turkish products of consumers living in Kerkük, demographic characteristics and the relationships between the country of origin have been studied. The study also collected data with the online survey technique, selected with the sample with the simple random sampling method using the quantum research method. Data analysis is done with the SPSS 25 program. The results of the research show that the country of origin is effective in the purchase decision of the consumers from Kerkük. As the reason for the appearance of the influence of the country of origin on the purchase of Turkish products, the country’s proximity can be summarized as the fact that Turkmen consumers have the same language, religion and similar culture. Turkey and Turkish products have a good image in the city of Kerkük, and it has been observed that Turkish products have a good pattern judgment in consumers.
In a modern and competitive era that the global markets are developing every day, consumers' perception of the origin of the product also change. In recent years, consumers around the world can easily reach different products and services from other countries. Internal and external factors are effective in purchasing decisions of consumers for products and services. These factors can be socio-cultural, psychological and economic as well as product features, quality or country of origin of the product. Country of origin (COO) is seen as an important factor that can affect consumers purchasing and evaluation process. Consumers are affected by the country of origin and they do make different preferences for domestic and foreign products in different product groups.
In this study, the effect of country of origin on the purchasing behavior of consumers who are from Iraq-Kirkuk was studied. The relationships between the demographic characteristics and country of origin were studied in the process of purchasing Turkish products by Kirkuk consumers. In the study, using the quantitative research method and the simple random sampling method was selected, data were collected with online survey technique. The analysis of the data was made with SPSS 25. Research results show that the country of origin is effective in the purchasing decision of the consumers who are from Kirkuk. The reason for the effect of the country of origin effect on the purchase of Turkish products can be summarized as country proximity, Turkmen consumers having the same language, religion and similar culture. In addition, it has been observed that Turkish products have a good stereotype in consumers, as Turkey and Turkish origin products have a good image in Kirkuk.
Dergi Türü : Uluslararası
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