Publication: Ülke menşei bağlamında algılanan kalite
Abstract
Küresel düzeyde faaliyet gösteren işletmeler rakiplerinden farklılaşabilmek adına ülke menşei faktöründen yararlanmaktadır. Bu faktör gelişmiş ülkeler için bir avantaj iken gelişmemiş ülkeler için bir dezavantaj niteliği taşımaktadır. Çünkü menşei ülkenin dünya çapında ekonomik ve teknolojik olarak gelişmiş olması ve politik anlamda diğer ülkelerden üstün olması tüketicilerin ürün satın alırken menşei bazında değerlendirmelerinde önemli bir unsur olarak karşımıza çıkmaktadır. Kimi zaman da büyük firmalar maliyet ve işgücünden tasarruf sağlayabilmek adına ürünlerini gelişmemiş ülkelere ürettirirler. Tüketiciler ise ürünün kalite değerlendirmesinde ürünü üreten ülkeyi değil de menşei ülkesini göz önüne alarak karar vermeleri menşei kavramının önemini göstermektedir. Bu çalışmada da menşeinin ürün kalite algısı üzerindeki etkisi belirlenmeye çalışılmıştır. İsveç ve Türkiye menşeinin İkea ve İstikbal markalarının ürün kalite algısı üzerine etkisi bir çalışmayla analiz edilmiştir.
Companies operating globally benefit from the country of origin factor in order to differentiate themselves from their competitors. This factor is an advantage for developed countries, while it is a disadvantage for the underdeveloped ones.This is because of the worldwide-developed status of the country of origin both economically and technologically. Besides, the political superiority of developed countries is an important element in the evaluation of consumers’ evaluation of the product when purchasing it. In order to save coast and labour, some large firms produce their products to underdeveloped countries. Consumers, on the other hand, show the importance of the concept of origin in the quality assessment of the product by considering the country of origin and not the country producing the product. In this study, the effect of origin on product quality perception is determined. The The study is particularly interested in analyzing the effect of Swedish and Turkish origin on the perception of product quality of IKEA and Istikbal brands.
Companies operating globally benefit from the country of origin factor in order to differentiate themselves from their competitors. This factor is an advantage for developed countries, while it is a disadvantage for the underdeveloped ones.This is because of the worldwide-developed status of the country of origin both economically and technologically. Besides, the political superiority of developed countries is an important element in the evaluation of consumers’ evaluation of the product when purchasing it. In order to save coast and labour, some large firms produce their products to underdeveloped countries. Consumers, on the other hand, show the importance of the concept of origin in the quality assessment of the product by considering the country of origin and not the country producing the product. In this study, the effect of origin on product quality perception is determined. The The study is particularly interested in analyzing the effect of Swedish and Turkish origin on the perception of product quality of IKEA and Istikbal brands.