Theme :
Behavior Consumen
Demographics N %
Men 17 34
How much
they 201-500 23 46
spend in a month 501-1000 9
18
1001-above 7
14
Total
50
100
3-
three of the products are foreign
4-
four of the products are foreign
Total
50 100
N %
TABLE 4- Relationship between age and purchase
frequency of foreign products.
N 50 50
Opinions
N Mean Std.Dev.
I think foreign products
are more expensive 50 3,78 0,99571
I contribute
something to Turkish economics
50 4,20 0,75593
N
50
50
**p<0.01 (2-tailed)
TABLE 9- Differences on ethnocentric opinions
created by education level.
Primary
education University
N
Mean N Mean
Ethnocentric
opinions 8 3.75 35 3,3179
TABLE 10-
Relationship between age and ethnocentric opinions
Age Ethnocentric opinion
Purchase frequency of Thinking that foreign 
products have better
Sig. (2-tailed) ,012
Total 50 100
N %
Total 50 100
CONSUMER ATTITUDES TOWARDS
FOREIGN RETAILERS’ PRODUCTS
Bircan
Aşuk
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
1) Introduction
International
competitiveness has become a necessity for the survival of many firms because
of the globalized business. In this sense, Turkey is a very attractive country
for foreign retailers in terms of growing market potential. This growing market
potential includes young population,growing economy and advantageous stores
rents. Since the late 1980s, foreign retailers have entered into Turkey with
the developments in international retailing throughout the world (Tokatlı and
Boyacı, 1998). Because Turkish customers were interested in multinational
brands and were prepared to spend money on products that enabled them to have a
Western type of life, international companies began to enter Turkey
(Euromonitor, 2009). When foreign retailers decide to extend their market
shares through different countries, they evaluate the countries that they
intend to enter, in terms of many different characteristics such as
demographics, culture and consumer behavior that derives from different
attitudes, values and perceptions. Also these attributes may differ from one
country to another. The foreign countries intended to enter to new countries
rearrange their marketing mix that includes product, price, promotion and place
by evaluating different attributes which has been explained above.
Some researches
were done to evaluate consumer attitudes towards foreign retailers’ products.
For example, according to Burton (2002) and Quellet (2007), consumers are
concerned with their cultural, national and ethnic identities increasingly in
more interconnected world. Some consumer researches determined that people make
their purchasing decisions on information cues. Information cues can be
intrinsic (e.g., product design) and extrinsic (e.g.,brand name, price)(Olson,
1977; Jacoby ,1972). But extrinsic cues are likely to be used in the absence of
intrinsic cues or when their assessment is not possible(Jacoby, Olson and
Haddock, 1971 ; Olson, 1977; Jacoby, 1972 ; Jacoby, Szybillo and Busato-Schach,
1977 ; Gerstner, 1985).
Also, according to
some researches, it was thought that there is a relationship between attitudes
toward foreign retailers’ products and some demographics characteristics such
as gender, education, income and age.
When doing this
research, it was aimed at determining consumer attitudes towards foreign
retailers’ products. The research starts with a literature review which
includes international retailing in Turkey, attitudes towards purchasing
foreign retailers’ products (general review), effects of age and education
level on attitudes, influence of consumer ethnocentrism on attitudes towards
foreign retailers’ products respectively. Secondly, methodology part that has
explanations about how this research was conducted, was presented. Then,
findings which derived from questionnaire results and its SPSS analyses, are
presented. At the last stage of the research, discussion, limitations and
future researches are discussed.
2) Literature Review
2.1 ) International Retailing in Turkey
Since the begining
of the 1980s, global retail community has seen an expansion of international
retail activities (Vida and Fairhurst, 1998). And since 1980, there has been a
growing and sizable consumer market promising a large, steady and consistent
demand for products at least in the large cities, which has made Turkish
retailing prone to increasing pressure from large domestic and international
corporations (Tokatlı and Boyacı, 1998). With the changes in the world and
changes in Turkish consumer market, foreign retailers have entered into Turkey
by associating with Turkish firms through licencing agreements and joint
ventures (Tokatlı and Boyacı, 1998). Foodstuff retailers such as Metro
International , Carrefour and Promodes , Booker , Fast-food retailers such as
McDonalds, Kentucky Fried Chicken , Pizza Hut Subway and Burger King, Clothing
retailers such as Benetton, Sisley, Levi’s, Mothercare, Burberry’s, Austin
Reed, Premaman, Stefanel, Versace, Ermenegildo Zegna, Naf Naf and Channel entered
Turkish market (Tokatlı and Boyacı, 1998). And it is important to indicate
that; Turkey witnessed many changes and developments in retailing in 1990s and
foreign retailers have generated a significant part of modern retailers.
Foreign capital flow into retailing sector has been increasing since 1990 and French, British, US became the leading
investors (Tek and Demirci Orel, 2006). Market opportunities and attraction for
foreign retailers were offered by big cities because of having the largest
population in Turkey (Kompil and Çelik, 2006).
2.2) Attitudes
Towards Purchasing Foreign Retailers’ Products (General Review)
De Mooji and
Hofstede (2002) indicated that foreign
retailers may face serious problems if they expand their operations to
countries that have different cultural values. Countries may have different
characteristics which should be thought by international retailers planning to
enter into different countries (White and Absher, 2007).
An attitude is a
predisposition to evaluate an object or product positively or negatively. We
form attitudes towards products or services that often determine whether we will
purchase them or not (Solomon, 2009).
Consumer express
preference or lack of preference for stores, brands, advertisements and other
marketing stimuli by reflecting a favorable or unfavorable attitude. In this
sense, consumers with a favorable attitude toward a store will most likely
select the store and buy its products, but consumers with unfavorable attitudes
will not select the store and not purchase the products there (Moye and Kincade,
1999). In this case, attitudes of consumers towards international retailers are
an important factor for international retailers which are planning to enter to
different countries.
There are many
studies regarding the attitudes towards domestic and foreign products. For
example, The results of analysis of variance tests and scheffe post-hoc
comparisons revealed that rural consumers were more likely than non-rural
consumers to have negative attitudes towards
imported products and positive attitudes towards US made-products
(Morganosky and Douglas, 1989). On the other hand, Beaudoin et al. (1998)
studied on the fashion leaders and followers attitude toward imported and
domestic apparel and found that fashion leaders had overall more positive
attitude toward imported apparel than domestic apparel.
Fishbein
(1967) presented an attitude model to
understand the relations between attitude, intention and behavior. According to
Fishbein’s (1967) multi-attribute model, there are two components which
determine the attitude toward performing a behavior. And this theory says that,
a person’s attitude is a function of ‘his beliefs and the implicit evaluative
responses associated with those beliefs’.
Attributes such as
age, education level and consumer ethnocentrism that become an effective factor
when buying from a foreign retailers’ products, should be studied well.
Q1) What are the attitudes towards foreign
retailers’ products in terms of usage frequency of them?
2.3) Effects of Age
and Education on Attitudes
Different consumers
have differents responses to the same shopping atmosphere and/or to the same
product (Yalch and Spangenberg, 1993; as cited in Scarpi, 2006). Younger
consumers seemed most favorably tend to buy foreign made or foreign brand
apparel because they were more affected by fashion and likely to try new
products and famous brand names, considered symbolism important, and they were
less sensitive to higher prices. (Anderson and He, 1998; Ariga et al., 1997;
Landry, 1998; Schmitt, 1997; Zhang et al., 2002; as cited in Dickson et al.,
2004).
Also some
researches determined that; age is one of the indicator of consumer
ethnocentrism. Age was considered as a
relevant factor which drives consumer
ethnocentrism in previous investigations.(Bilkey and Nes, 1982; Han, 1988; Vida
and Fairhurst, 1998). In more recent study investigating consumer ethnocentrism
and willingness to buy in Bosnia and Herzegovina, Cutura (2006) concluded that
age, education, region as well as the size of the respondents’ place of
residence were important.
Also, one of the
study found neither gender nor education affected ethnocentricity levels of
urban sample of Croation consumers (Kesic et al.,2002).
Q2) What will be
the relationship between age and attitutes towards foreign retailers’ products
in terms of usage frequency?
Q3) What will be
the relationship between education level and attitudes towards foreign
retailers’ products in terms of usage frequency?
Q4) What will be
the relationship between age and consumer ethnocentrism?
Q5) What will be the relationship between
education level and consumer ethnocentrism?
2.4) Influence of Consumer Ethnocentrism on attitudes
towards Foreign Retailers’ Products
Consumer
ethnocentrism (Shimp and Sharma, 1987) is one of the factors that can influence
the willingness of the consumer to purchase foreign made products and product
judgment of foreign products.
Consumer
ethnocentrism derives from the more general construct of ethnocentrism, which
in turn is rooted in a belief that one’s own group (the in-group) is superior
to other groups (out –groups) (Adorno et al., 1950). Shimp and Sharma (1987) explained
consumer ethnocentrism as beliefs held by consumers about the appropriateness
or morality of purchasing foreign products.The study on consumer ideologies
such as ethnocentrism, nationalism, and patriotism posits that precisely
because of the ‘shrinking globe’ and the more
and more interconnected world; consumers are increasingly concerned with
their cultural, national and ethnic identities which subsequently affect their
consumption motivation (Burton, 2002; Quellet, 2007). Shimp and Sharma (1987)
applied this social phenomenon of ethnocentrism to the study of consumer
behavior and described an economic form of ethnocentrism ‘consumer ethnocentrism’
and used a measurement instrument, the CETSCALE, to evaluate this attitude.
Previous studies of Shimp and Sharma (1987) indicated that high ethnocentrism
scores are related to reluctance to purchase foreign products and tendencies to
evaluate them negatively.
Q6) Is there a
consumer ethnocentrism between respondents? If so, what is the relationship
between consumer ethnocentrism and attitudes towards foreign retailers’ products
in terms of usage of them? And how are the effects of age and education levels
on consumer ethnocentrism?
3) Research Methodology
A questionnaire
that includes 18 different questions was applied to 50 people in three
different cities in Turkey (Denizli, İzmir and Fethiye), in October 2009.
Consumers were randomly selected and it was aimed to apply the questionnaire to
different age groups. The questionnaire were filled in by the respondents in
the presence of an interviewer. This took approximately 5 minutes. There are 5
open-ended questions about products that aims to determine which brands are
used by the consumers. And also, there are 13 different closed-ended questions
in the research questionnaire.
The questionnaire
consists of three parts. In one part, it was aimed to determine the demographic
characteristics by asking gender, education level, age and how much the
respondents spend in a month.
To determine the education level, four options
that include primary education, high school education, university education and
post graduate education were presented to respondents.
And there are four options that include 0-200
YTL, 201-500 YTL, 501-1000 YTL and 1001-above YTL to determine how much they
spend in a month.
In another part, it
was aimed to determine usage of foreign products in real life. For this, at
first, it was asked to respondents which brands they use for their cola, jeans,
white goods, pasta and chocolate preferences. Again in this respect, the
frequency of foreign products usage was asked to respondents.
In the last part of
the questionnaire, it was aimed to determine the thoughts about the foreign
products. In this respect, these questions were asked ; Whether they think
guilty when they buy a foreign product, whether they like having a foreign
product, whether they prefer domestic products rather than foreign ones when
they meet with the same situation in the matter of quality and price, whether
they encourage to their near surroundings about buying domestic products,
whether they think that the foreign products are more qualified than domestic
ones, whether they think that the foreign products are more expensive than
domestic ones, whether they think that foreign products have better after-sale
service than domestic ones, whether they think that they contribute Turkish
economics when they purchase domestic products.
With these
questions, ordinal scale was used. And participants were instructed to rate
these questions a 5 point Likert scale (1=absolutely disagree and 5= absolutely
agree). When asking these questions, the main aim was to determine whether
there is a consumer ethnocentrism among the respondents.
After applying the
questionnaire to 50 people, the data was entered to SPSS program and evaluated
with some statistical analyses which will be explained in the findings part of
the research paper.
4) Findings
4.1) Profile of the
participants
Table 1 demonstrates
the demographic profile of the sample. Gender, age, education level and how
much the respondents spend in a month generate the sample’s characteristics.
The research included 17 men (%=34) and 33 women (%=66). The minimum age was 17
and the maximum age was 68 while the mean age was 28.34. Most of the sample was
between 20 and 25 age range (n=33, %=66). Most of the participants had
university degree (n=35, %=70). And also, most of the participants spent
201-500 YTL in a month (n=23, %=46).
TABLE 1- Demographic Profile of
the Respondents
|
||
 |
||
Demographics N % Men 17 34
Gender Women 33 66
Total 50 100
19 and
younger 3 6
20-25 33 66
Age 26-40 5 10
41-71 9 18
Total
50 100
Primary education 8
16
High school
5
10
Education University 35
70
Post
graduate 2
4
Total 50
100
0-200 11
22
How much
they 201-500 23 46spend in a month 501-1000 9
18 1001-above 7
14 Total
50
100
4.2) Attitudes
Towards Foreign Retailers’ Products
To determine foreign products usage in real life, the
participants were asked which brands they use in their cola, jeans, white goods,
pasta and chocolate preferences. By looking at the results,for each person it
was computed how many products they use are foreign. Table 2 demonstrates the
frequency and percentage of how many products they use are foreign. Also the
results were refered to usage of foreign products in real life.
TABLE 2- Usage of Foreign
Products in Real Life
N % 0 – no usage of foreign products
1—one of the products is foreign
0 5 10
2—two of the products are foreign
1 13 26
3-
three of the products are foreign
2 15 30
4-
four of the products are foreign
3 12 24
4 5 10
Total
50 100
According to this
table, 90% of the participants prefer foreign products for at least one product
group (The product group includes cola, jeans, white goods, pasta and
chocolate). And it is possible to say that foreign products usage is very
common among respondents.
In this respect, as
Table 3 demonstrates, the respondents were also asked how often they purchase
foreign products.
TABLE 3- Purchase Frequency of Foreign Products
N %
Never
3 6
Rarely 6 12
Sometimes
14 28
Often
26 52
Always
1 2
Total 50 100
As
it is seen from the table, the purchase frequency of foreign products are
generally very common in respondents’ real life. By looking at both Table 2 and
Table 3 results together, it is possible to say that there is a high tendency
to purchase and use foreign products among respondents.
Again
in this respect, a correlation analysis was performed to determine the
relationship between age and purchase frequency of foreign products. As a
result, there is a negative correlation between them at 0.01 significance
level. In other words; when the respondents’ ages increase, purchase frequency
of foreign products decrease.Table 4 demonstrates this.
TABLE 4- Relationship between age and purchase
frequency of foreign products.
Age Purchase frequency
of
foreign products
Age Pearson correlation 1 -,596**
Sig. (2-
tailed) ,000
N
50 50
Purchase frequency Pearson correlation -,596** 1
of foreign products Sig. (2-tailed) ,000
N 50 50
**p<0.01 (2-tailed)
Also as Table 5
demonstrates, education level created a difference in terms of purchase
frequency of foreign products at 0.05 significance level. The analysis was
performed through independent t-test and because most of participants have
primary education degree and university degree, they were grouped in the
anaysis.
TABLE
5- Differences on purchase frequency of foreign products created by education
level
Primary education University |
|
N Mean N Mean
|
|||
|
|||
Purchase frequency of 8 2,1250 35 3,6286
foreign
Products
p< 0.05
As a result, the
participants who have primary education degree have less tendency to purchase
foreign products with respect to participants who have university degree.
To determine
consumer ethnocentrism, the participants were given 8 opinions which is
presented Table 6. And the participants were instructed to rate these options a
5 point Likert scale. Table 6 demonstrates descriptives of agreement to these
opinions.
TABLE 6- Agreement to opinions which aim at
determining consumer ethnocentrism
Opinions
N Mean Std.Dev.
I prefer domestic products rather than
foreign 50 4,32 0,91339
ones when the quality and price are the same
I think foreign products are higher quality
than 50 2,76 1,02140
domestic ones.
I think foreign products
are more expensive 50 3,78 0,99571
than domestic ones.
I think foreign products have better after-sale 50 2,82 0,98333
service than domestic ones.
I do not like the idea about having
foreign 50 2,72 1,12558
products.
When i buy a foreign product, i feel
guilty. 50 2,50 1,24949
I encourage my near surroundings in the 50 3,46 1,03431
matter of buying domestic products.
I contribute
something to Turkish economics
50 4,20 0,75593
by buying domestic products.
And index was generated by computing all the
opinions. The index was subjected to one sample t-test where test value is 3.
As Table 7 demonstrates, it is possible to say there is a consumer
ethnocentrism among the respondents at
0.05 significance level.
TABLE 7- Ethnocentric opinions
(Index) Statistics.
N Mean Std. Deviation
Index 50 3,4250 0,52245
p<0.05
Ethnocentric opinions (index) was compared with foreign product usage
in real life through correlation
analysis. As a result, there is a negative correlation between them at 0.01
significance level. In other words, as it is seen from Table 8, while
ethnocentric opinions increase, the usage of foreign products decreases.
TABLE 8- Relationship between
ethnocentric opinions and usage of foreign products.
Usage of foreign Index
Products
Usage
of foreign Pearson
Correlation 1 -,410**
Products Sig. (2-tailed)
,003
N 50 50
Index Pearson
Correlation -,410** 1
Sig.
(2-tailed) ,003
N
50
50 |
|||
|
|||
**p<0.01 (2-tailed)
As Table 9
indicates, education level creates a difference in terms of ethnocentric
opinions at 0.05 significance level. Because the research mostly included
participants who have primary education degree (n=8) and participants who have
university degree (n=35), these were
subjected to independent t-test. As a result, the respendents who have primary
education degree have more ethnocentric opinions.
TABLE 9- Differences on ethnocentric opinions
created by education level. |
|
Primary
education University |
|
N
Mean N MeanEthnocentric
opinions 8 3.75 35 3,3179 |
|
p<0.05
To determine the
relationship between age and ethnocentric opinions, correlation analysis was
conducted. As Table 10 indicates, there is a positive correlation between age
and ethnocentric opinions at 0.05 significance level. In other words, while the
respondents’ ages increase, ethnocentric opinions increase.
TABLE 10-
Relationship between age and ethnocentric opinions Age Ethnocentric opinion
Age Pearson
Correlation 1
,360*
Sig.
(2-tailed) ,010
N
50 50
Ethnocentric Pearson Correlation ,360* 1
Opinion Sig. (2-tailed) ,010
N
50 50
*p< 0.05 (2-tailed)
The research paper
also tried to determine foreign product judgements in terms of quality , price
and after-sale service. For this, a correlation analysis was conducted at 0.05
significance level. According to the results, a positive correlation was found
between foreign products’ after-sale service and foreign product purchase
frequency in real life. As Table 11 demonstrates, because the participants
perceive foreign products as having better after-sale service rather than
domestic ones, they prefer to buy foreign ones.
TABLE 11- Relationship between
foreign products after-sale service and purchase frequency of foreign products.
Purchase frequency of Thinking that foreign
foreign products products have better
after-sale service
Purchase frequency Pearson Correlation 1 ,352*
of foreign products Sig. (2-tailed) ,012
N
50
50
Thing that foreign Pearson Correlation ,352 1
products have better
Sig. (2-tailed) ,012after-sale service N
50
50
*P<0.05
5) Conclusion and Discussion
Turkey
has been a very attractive country for many foreign retailers. In this respect,
it is important for foreign retailers to understand the behaviors of Turkish
consumers in terms of attitudes towards foreign products. To have a better
understanding attitudes towards foreign products, this research was conducted
among Turkish consumers. 50 respondents were counted in the research. In the
first part of the research, it was aimed to determine demographic
characteristics of consumers in terms of gender, education level, age and how
much they spend in a month. Most of the sample was between 20 and 25 age range.
And also most of the participants indicated that their spending in a month is
between 201-500 YTL. Lastly, the research generally included participants who
have university degree. In the second part of the research, it was aimed to
determine foreign products usage and purchase frequency in real life. As a
result, the participants have a high tendency to buy and use foreign products. In
the third part of the research, it was aimed to determine whether there is a
consumer ethnocentrism among the respondents by asking them evaluate 8 opinions
related to ethnocentrism. As a result, it was determined that there is a
consumer ethnocentrism among the respondents. Additionally, some analyses were
conducted to determine the relationships. Correlation analysis was done to
determine the relationship between
consumer ethnocentrism and usage of foreign products in real life. As a
result, while ethnocentric opinions increase, usage of foreign products
decreases because of the negative correlation in the analysis. According to
independent t-test conducted between education level and ethnocentric
opinions,the respondents who have primary education degree have more
ethnocentric opinions with respect to participants who have university degree. According
to another correlation analysis which aimed at determining the relationship
between age and ethnocentric opinions, while the respondents’ ages increase,
ethnocentric opinions increase. Lastly, to determine the relationship between
purchase frequency of foreign products and foreign product judgements in terms
of quality, expensiveness and after-sale service, a set of correlation analyses
were performed. According to the results, there is positive correlation between
purchase frequency of foreign products and their after-sale service. In other
words, because participants think that foreign products have better after-sale
service, they have tendency to buy foreign products.
When the research
paper is examined entirely from managerial perspective, it may be helpful for the
international retailers which will select Turkish consumers as their target
group. Because negative evaluations and perceptions which are related to country of origin stereotyping,
create considerable market barrier
(Schooler, Wildt and Jones, 1987).
According to the
results, there is a consumer ethnocentrism among Turkish respondents, this
changes with respect to different ages and education level. And also, these
different age groups, different education level create differences on usage of
foreign products. So that, international retailers consider these results
thoughtfully. These research results can be helpful for international retailers
when doing demographical segmentation in terms of age, income level and
education level. In this respect, these retailers should rearrange their
marketing mix that includes product, price, promotion and place to adapt
Turkish consumers who they select as a target group, to their products. Also
when rearranging marketing mix, the retailers should mostly attach importance
to communication strategies. Because most of marketing experts think
communication strategies as a key element to attract different customer groups.
Additionally, for these communication strategies international retailers should
attach importance to provide local products to consumers. At the same it can be
useful to employ local workers and managers to understand consumers and
communicate with them better.
As a result, the
firms may evaluate the marketing researches like this one and they may do market
researches on their own to determine characteristics of the market and to
determine their marketing mix and communication strategies once more.
6) Limitations and Future
Research
This study has
limited capacity in terms of some reasons. These reasons may be put in order
like this; the research was applied only 50 respondents so more resoendents
should be counted in future researches.It was applied only in Aegean region so
future researches should evaluate the respondents from the other regions in Turkey.
And also, different age groups, different participants who have different
income level, different education levels should be counted in future
researches. They will be useful for international retailers to evaluate Turkey
entirely and understand consumer behavior clearly.
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Review Jurnal
Tema : Perilaku Konsumen
CONSUMER ATTITUDES TOWARDS
FOREIGN RETAILERS’ PRODUCTS
Bircan
Aşuk
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
1.
Pendahuluan
Saing internasional telah
menjadi kebutuhan bagi kelangsungan hidup banyak perusahaan karena bisnis
global. Dalam pengertian ini, Turki adalah negara yang sangat menarik bagi
pengecer asing dalam hal potensi pasar yang berkembang. Ini potensi pasar yang berkembang termasuk
penduduk muda, pertumbuhan ekonomi dan menguntungkan toko sewa. S ejak akhir 1980-an, peritel asing masuk
ke Turki dengan perkembangan ritel internasional di seluruh dunia (Tokatlı dan
Boyacı, 1998). Karena pelanggan Turki tertarik pada merek multinasional dan siap untuk
menghabiskan m oney pada produk yang memungkinkan mereka untuk memiliki jenis
hidup Barat, perusahaan-perusahaan internasional mulai memasuki Turki
(Euromonitor, 2009). Ketika pengecer
asing memutuskan untuk memperpanjang pangsa pasar mereka melalui negara-negara
yang berbeda, mereka mengevaluasi negara-negara yang mereka berniat untuk
masuk, dalam hal karakteristik yang berbeda seperti demografi, budaya dan
perilaku konsumen yang berasal dari sikap yang berbeda, nilai-nilai dan
persepsi. Juga atribut ini mungkin berbeda dari satu negara ke negara lain. Negara-negara asing dimaksudkan untuk
masuk ke negara-negara baru mengatur ulang bauran pemasaran mereka yang
mencakup produk, harga, promosi dan tempat dengan mengevaluasi atribut yang
berbeda yang telah dijelaskan di atas.
2. Tinjauan Literatur
2.1 )
Internasional Ritel di Turki
Sejak awal tahun
1980-an, masyarakat ritel global telah melihat perluasan kegiatan ritel
internasional (Vida dan Fairhurst, 1998). Dan sejak tahun 1980, telah terjadi pasar
konsumen yang berkembang cukup besar dan menjanjikan permintaan yang besar,
stabil dan konsisten untuk produk setidaknya di kota-kota besar, yang telah
membuat ritel Turki rentan terhadap meningkatnya tekanan dari perusahaan besar
nasional dalam negeri dan antar (Tokatlı dan Boyacı , 1998). Dengan perubahan di dunia dan perubahan pasar konsumen Turki,
peritel asing masuk ke Turki dengan berasosiasi dengan perusahaan Turki melalui
perjanjian lisensi dan joint venture (Tokatlı dan Boyacı, 1998).
2.2) Sikap
Terhadap Pembelian Produk Pengecer Asing (Tinjauan Umum)
De Mooji dan Hofstede (2002) menunjukkan bahwa pengecer asing
mungkin menghadapi masalah serius jika mereka memperluas operasi mereka ke
negara-negara yang memiliki nilai-nilai budaya yang berbeda. Negara-negara mungkin memiliki karakteristik yang berbeda yang harus
dipikirkan oleh pengecer internasional yang berencana untuk masuk i nUntuk
negara yang berbeda (White dan Absher, 2007).
2.3) Pengaruh Umur dan Pendidikan tentang Sikap
Konsumen yang berbeda memiliki respon differents dengan suasana
belanja yang sama dan / atau produk yang sama (Yalch dan Spangenberg, 1993,
seperti dikutip dalam Scarpi, 2006).
Juga, salah satu penelitian menemukan baik gender maupun tingkat
pendidikan ethnocentricity terkena sampel perkotaan konsumen Croation (Kesic et
al., 2002).
Q2) Apa yang akan menjadi hubungan antara usia dan attitutes tow
produk pengecer asing ard s 'dalam hal frekuensi penggunaan?
Q3) Apa yang akan menjadi hubungan antara
tingkat pendidikan dan sikap produk pengecer asing Towa rd s 'dalam hal
frekuensi penggunaan?
Q4) Apa yang akan menjadi hubungan antara usia dan konsumen ethn
ocentris m?
Q5) Apa yang akan
menjadi hubungan antara tingkat pendidikan dan konsumen ethnocentris m?
2.4)
Pengaruh Etnosentrisme Konsumen pada sikap terhadap Produk s Pengecer Asing
Konsumen ethnocentris m (Shimp dan
Sharma, 1987) merupakan salah satu faktor yang dapat mempengaruhi kesediaan
konsumen untuk membeli produk yang dibuat asing dan penilaian produk produk
asing.
Q6) I s ada konsumen ethnocentris m antara responden? Jika demikian, apa p r elationshi
antara konsumen ethnocentris m dan sikap terhadap s oreign pengecer f 'prod
ucts dalam hal penggunaan mereka? Dan bagaimana efek dari usia dan tingkat
pendidikan s pada etnosentrisme konsumen?
3.
Metodologi Penelitian
Sebuah kuesioner yang meliputi 18 pertanyaan yang berbeda itu appl
ied sampai 50 orang di tiga kota yang berbeda di Turki (Denizli, İzmir dan
Fethiye), pada bulan Oktober 2009. Konsumen
dipilih secara acak dan itu bertujuan untuk menerapkan kuesioner untuk kelompok
usia yang berbeda. Kuesioner
tersebut diisi oleh responden di hadapan pewawancara. Ini memakan waktu sekitar 5 menit. Ada 5 pertanyaan terbuka tentang produk
yang bertujuan untuk menentukan merek yang digunakan oleh konsumen. Dan juga, ada 13 yang berbeda pertanyaan-tertutup dalam kuesioner
penelitian.
Kuesioner terdiri dari tiga bagian. Dalam salah satu bagian, itu bertujuan untuk mengetahui
karakteristik demografi dengan menanyakan jenis kelamin, tingkat pendidikan,
usia dan berapa banyak responden menghabiskan dalam sebulan.
Untuk menentukan tingkat pendidikan, empat pilihan yang mencakup
pendidikan dasar, pendidikan sekolah tinggi, pendidikan universitas dan pasca
pendidikan pascasarjana dipresentasikan kepada responden.
4. Temuan
4.1) Profil peserta
MAMPU T 1 - Profil
Demografi Responden
Demographics N % Men 17 34
Gender Women 33 66
Total 50 100
19 and younger 3 6
20-25 33 66
Age 26-40 5 10
41-71 9 18
Total
50 100
Primary education 8 16
High school
5 10
Education University 35 70
Post graduate 2 4
Total 50 100
0-200 11 22
How much
they 201-500 23 46spend in a month 501-1000 9 18 1001-above 7 14 Total
50 100
4.2) Sikap Terhadap Produk Pengecer Asing
TABLE 2- Pengunaan produk asing di Real Life
N % 0 – tidak ada penggunaan produk asing
1—salah satu produk asing
0 5 10
2—dua produk asing
1 13 26
3- tiga
produk asing
2 15 30
4-
empat produk asing
3 12 24
4 5 10
Total 50 100
TABLE 3- Pembelian Frekuensi
Prosduk Luar Negri
N %
Tidak pernah 3 6
Jarang 6 12
Kadang-kadang 14 28
Sering 26 52
Selalu 1 2
Total 50 100
5.
Kesimpulan dan diskusi
Turki telah menjadi negara yang sangat menarik bagi pengecer asing. Dalam hal ini, penting untuk pengecer
asing untuk memahami perilaku konsumen Turki dalam hal sikap terhadap produk
asing. Untuk memiliki pemahaman yang lebih baik terhadap sikap produk asing,
penelitian ini dilakukan di kalangan konsumen Turki. 50 responden yang dihitung dalam
penelitian. Pada bagian pertama dari penelitian, itu bertujuan untuk menentukan
karakteristik demografi konsumen dalam hal jenis kelamin, tingkat pendidikan,
usia dan berapa banyak yang mereka habiskan dalam sebulan. Sebagian besar sampel adalah antara 20 dan
25 rentang usia. Dan juga sebagian besar peserta menunjukkan bahwa pengeluaran mereka dalam
satu bulan adalah antara 201-500 YTL. Terakhir, penelitian umumnya termasuk
peserta yang memiliki gelar universitas. Dalam bagian kedua penelitian, itu
bertujuan untuk menentukan penggunaan produk asing dan frekuensi pembelian
dalam kehidupan nyata. Akibatnya, para peserta memiliki
kecenderungan tinggi untuk membeli dan menggunakan produk asing. Dalam bagian ketiga dari penelitian, itu
bertujuan untuk mengetahui apakah ada etnosentrisme konsumen antara responden
dengan meminta mereka mengevaluasi 8 pendapat terkait dengan etnosentrisme. Sebagai hasilnya, itu ditentukan bahwa ada
e konsumen thnocentrism antara responden. Selain itu, beberapa analisis dilakukan
untuk menentukan hubungan. Analisis
korelasi dilakukan untuk mengetahui hubungan antara etnosentrisme konsumen dan
penggunaan produk asing dalam kehidupan nyata. Akibatnya, sedangkan etnosentris pendapat
meningkat, penggunaan produk asing menurun karena korelasi negatif dalam
analisis. Menurut independent t-test dilakukan antara tingkat pendidikan, dan
opini yang etnosentris, responden yang memiliki gelar pendidikan dasar memiliki
pendapat yang lebih etnosentris sehubungan dengan partisipasi Mahasiswa yang
memiliki gelar universitas. Menurut lain analisis korelasi yang bertujuan untuk
menentukan hubungan antara usia dan etnosentris pendapat, sedangkan usia
meningkat responden, etnosentris pendapat meningkat. Terakhir, untuk menentukan hubungan antara
frekuensi pembelian produk asing dan produk asing penilaian dari segi kualitas,
kemahalan dan layanan purna jual, satu set analisis korelasi dilakukan. Accordin g hasil, ada hubungan positif
antara frekuensi pembelian produk asing dan layanan purna jual mereka. Dengan kata lain, karena peserta berpikir
bahwa produk asing lebih baik layanan purna jual, mereka memiliki kecenderungan
untuk membeli produk asing.
6. Keterbatasan dan Penelitian Masa
Depan
Alasan-alasan ini dapat dimasukkan ke dalam urutan seperti ini,
penelitian ini diterapkan hanya 50 responden sehingga resoendents lebih harus
dihitung dalam researches.It masa depan itu hanya diterapkan di wilayah Aegean
sehingga penelitian masa depan harus mengevaluasi responden dari daerah lain di
Turki. Dan juga, kelompok usia yang berbeda,
peserta yang berbeda yang memiliki tingkat pendapatan yang berbeda, pendidikan
s tingkat yang berbeda harus dihitung dalam penelitian masa depan. Mereka akan berguna untuk pengecer
internasional untuk mengevaluasi Turki seluruhnya nd memahami perilaku konsumen
jelas.
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