2nd Annual EuroMed Conference of the EuroMed-Academy-of-Business, Salerno, Italy, 26 - 28 October 2009, pp.1290-1305
Purpose - Although various research has found negative attitudes towards Chinese goods, China has continuously increased its share of the world's exported goods. Consumers internationally including Turkish consumers are skeptical about Chinese goods. Despite this fact, dominance of Chinese goods in Turkish market seems unstoppable since its share has increased up to 90% in some product categories. The purpose of this research is to explore overall perception of Chinese goods relative to other countries. Particularly, the research investigates whether the Turkish consumers' evaluation of Chinese goods varies across specific product categories and particular product attributes such as design, performance, technology, quality, price, and creativity. In addition, the study tries to find out if the evaluation of product attributes and product categories differ in accordance with consumer demographics.