EFFECT OF ORIGIN COUNTRY IN CONSUMER PURCHASING PROCESS

Abstract

It is known that the country image, the technology, economic development, military power, cultural and political history of a country and many factors related to the country such as these affect the consumers' desire to purchase the brand or product of that country positively or negatively. Consumers are affected by many factors in the purchasing decision process. The concept of country of origin, which is among these factors, is the subject of the study. The country of origin effect is the positive or negative effect that a product belongs to perceptions of the consumer. Country of origin influence has a prominent role in consumer decision making. The purpose of this study is to investigate the effect of country of origin influence on purchasing preferences in the process of consumers' perceptions of brands and products. The findings obtained as a result of the study are intended to contribute to the literature and to the decisions to be taken within the scope of the marketing activities of the enterprises and the strategies they will form.