Theme :
Behavior Consumen
CONSUMER ATTITUDES TOWARDS
FOREIGN RETAILERS’ PRODUCTS
Izmir
University of Economics
Faculty of Economics and Administrative
Sciences/Business Administration
Sakarya
Cad. No:156 Balçova/İzmir
Phone:
0 (232) 279 25 25 ; Fax: 0 (232) 279 26 26
E-mail:
bircan.asuk@std.izmirekonomi.edu.tr
Abstract
Turkey has attracted foreign retailers for many years because of its
high population, growing economy, growing market potential, young population
and also, its high labour force. Although conditions are attractive, foreign
retailers face some problems related to different demographic characteristics,
different values, attitudes and different cultures of consumers in Turkey and
also, in the other countries. One of the most important factors that affects
consumers’ attitudes towards foreign retailers’ products and their willingness
to purchase these brands is consumer ethnocentrism (According to ethnocentrism;
people evaluate their race more superior than the other races). The aim of this
research is generally to examine Turkish consumers’ atttitudes towards foreign
retailers’ products. In this respect, consumer ethnocentrism is explored among
Turkish consumers. Besides, it is explored how this consumer ethnocentrism
affect product judgement of foreign products and willingness to buy these
products. The effect of age and education on attitudes is also investigated.
Data was collected through a questionnaire. And this questionnaire was applied
to 50 people in October 2009.
Key words: foreign retailers,
consumer attitudes, ethnocentrism