TURKISH CONSUMERS' EVALUATION OF CHINESE GOODS: DOES THE PERCEPTION VARY ACROSS PRODUCT CATEGORIES AND PRODUCT ATTRIBUTES?

ÖZTÜRK S. A., Kaya F.

2nd Annual EuroMed Conference of the EuroMed-Academy-of-Business, Salerno, İtalya, 26 - 28 Ekim 2009, ss.1290-1305 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Salerno
  • Basıldığı Ülke: İtalya
  • Sayfa Sayıları: ss.1290-1305
  • Anahtar Kelimeler: Perception of Chinese goods, Product categories, Product attributes, Country of origin, Consumer behavior, China, Turkey
  • Anadolu Üniversitesi Adresli: Evet

Özet

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.