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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2017 / Cilt: 9 - Sayı: 2

A Research Study on National Stereotypes Toward Turkey and Turkish Products

Türkiye ve Türk Ürünlerine Yönelik Ulusal Kalıp Yargılar Üzerine Bir Araştırma

Merve COŞKUN
FATMA HİLAL ERGEN KELEŞ
HURİYE ŞEBNEM BURNAZ
Pages
297–316
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings indicated that stereotypical associations toward Turkey are more competence-oriented and also a hybrid product made in Turkey can be perceived as more utilitarian based on this association

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Consumers generally have stereotypes against countries, which often affect the formation of attitudes towards brands and products of these countries.
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Key Findings & Data:Survey method is used and the sample is composed of foreign consumers over 18 living in America.
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Conclusion & Impact:Findings indicated that stereotypical associations toward Turkey are more competence-oriented and also a hybrid product made in Turkey can be perceived as more utilitarian based on this association
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Consumers generally have stereotypes against countries, which often affect the formation of attitudes towards brands and products of these countries. Although many studies have been conducted about national stereotypes of diverse countries, a similar study on Turkey has not been found in the literature. The purpose of this preliminary study is to determine how the national stereotype toward Turkey by foreign consumers can be associated and whether this may lead to how a Turkish branded product is perceived in terms of utilitarianism or hedonism. Survey method is used and the sample is composed of foreign consumers over 18 living in America. Findings indicated that stereotypical associations toward Turkey are more competence-oriented and also a hybrid product made in Turkey can be perceived as more utilitarian based on this association

Özet

Tüketiciler genellikle ülkelere yönelik kalıp yargılara sahiptirler; bu kalıp yargılar bu ülkelere ait markalara ve ürünlere karşı tutum oluşumunu da çoğu zaman etkilemektedir. Birçok farklı ülkeye yönelik ulusal kalıp yargı çalışmaları akademik yazında yer almasına karşın Türkiye'ye ilişkin benzer bir çalışmaya rastlanmamıştır. Bir ön araştırma niteliğinde olan bu çalışmanın amacı, yabancı tüketiciler tarafından Türkiye'ye yönelik ulusal kalıp yargının nasıl olabileceğinin saptanması ve bunun Türk markalı bir ürünün hazcı veya faydacı olarak algılanmasına yol açıp açmadığının tespit edilmesidir. Anket yöntemi kullanılan araştırmanın örneklemini 18 yaşından büyük, Amerika'da yaşayan yabancı tüketiciler oluşturmaktadır. Çalışmadan elde edilen bulgular, Türkiye'ye yönelik ulusal kalıp yargıların yeterlik boyutunda meydana geldiği ve Türkiye'de üretilen hibrit bir ürünün de bu bağlamda daha faydacı bir ürün olarak algılanabileceğini göstermektedir

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Cite This Article

COŞKUN, M., KELEŞ, F. H. E., BURNAZ, H. Ş. (2017). A Research Study on National Stereotypes Toward Turkey and Turkish Products. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 9 - Sayı: 2, 297–316. https://ajindex.com/articles/418831

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