This study is set out to assess the country of origin effect on Turkish consumption practices in order to provide a richer context for its formation process.
The research is exploratory and interpretative in nature. It follows a qualitative design with in-depth analysis of consumption experiences by utilizing semi-structured interviews.
The research shows that country of origin effect is product specific, and when it exists, it has an essential effect on product evaluations. It reveals that the country of origin effect is intrinsically constituted with the individual perceptions of and attitudes toward brands, countries, and past experiences, and it is extrinsically constituted with socially created perceptions by media, marketplace myths, and popularity.
This research investigated country of origin effect in a specific context of a developing country with a qualitative methodology. Unlike the existing literature, this study analyzes consumers’ actual purchase decisions in different product categories. Country of origin effect is found to be formed by individual and societal factors.
The author thanks the Scientific and Technological Research Council of Turkey for their financial support by means of National Scholarship Programme for PhD Students.
Genç, B. and Gül Bayraktaroğlu, A. (2017), "Exploring the Country of Origin Effect: A Qualitative Analysis of Turkish Consumption Practices
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