Exploring the Country of Origin Effect: A Qualitative Analysis of Turkish Consumption Practices ^☆

Abstract

Purpose

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.

Methodology/approach

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.

Findings

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.

Originality/value

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.

Citation

Genç, B. and Gül Bayraktaroğlu, A. (2017), "Exploring the Country of Origin Effect: A Qualitative Analysis of Turkish Consumption Practices ^☆ ", Qualitative Consumer Research (Review of Marketing Research, Vol. 14), Emerald Publishing Limited, Leeds, pp. 25-50. https://doi.org/10.1108/S1548-643520170000014005