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Consumer perceptions of foreign products: An analysis of product‐country images and ethnocentrism

Erdener Kaynak (School of Business Administration, Pennsylvania State University at Harrisburg, Middletown, Pennsylvania, USA)
Ali Kara (College of Business Administration, Pennsylvania State University York Campus, York, Pennsylvania, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 2002

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Abstract

The objective of this paper is to investigate product‐country images, lifestyles and ethnocentric behaviors of Turkish consumers and provide suggestions to the marketers about the implications of the study results. Data for the study were collected through personal interviews in the fifth largest Turkish City of Konya. Study findings indicate that Turkish consumers had significantly different perceptions of product attributes for the products coming from countries of different levels of socio‐economic and technological development. Results lend support to earlier studies conducted in western countries and also indicate the robustness of the ethnocentrism scale (CETSCALE), which was developed in the USA to measure consumer attitudes in an advanced developing country. Also, results of the study revealed that there were several lifestyle dimensions apparent among the Turkish consumers, which were closely correlated with their ethnocentric biases. This study contributes to the growing body of the literature related to cross‐cultural comparisons of country‐of‐origin influence by incorporating consumer ethnocentric biases as well as consumer lifestyles.

Keywords

Citation

Kaynak, E. and Kara, A. (2002), "Consumer perceptions of foreign products: An analysis of product‐country images and ethnocentrism", European Journal of Marketing, Vol. 36 No. 7/8, pp. 928-949. https://doi.org/10.1108/03090560210430881

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MCB UP Ltd

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