Consumer of country origin dimensions of hybrid product seffects on assessments

Due to the increasing product diversity and competition brought about by internationalization, businesses need to base their marketing decisions on consumer demands and expectations. Consumer behavior with a complex structure; It is affected by many psychological, socio-cultural, demographic and economic factors. With the increase in international trade, in addition to these factors, the country of origin of the product has also become an important factor in consumer purchasing decisions. Country of origin products; It is the whole of positive or negative connotations that occur in the minds of consumers about the countries where the brand is produced, assembled and designed. There are many studies in the literature on the effect of country image on consumer purchasing decisions. However, some policies applied by the countries, production costs, transportation conditions, time, etc. For a number of reasons, a product's brand origin may not be the same as its manufacturing and/or design origin. These products, whose brand origin and design and/or production origin are different, are called hybrid products. Although there are many studies in the literature that deal with the effect of country origins on consumer purchasing decision separately, the study on hybrid products is quite limited. Therefore, in this research; It has been tried to determine in which way both the main effects and the joint effects of the brand, production and design origins that make up the hybrid products affect consumer evaluations. In this context, research data were obtained by applying face-to-face questionnaires to a total of 400 students determined by convenience sampling method from Uşak University students. In line with the research purpose, 4 different scenarios were created by choosing mobile phones and automobiles as product categories. In the scenarios, Germany, Italy and Hungary were chosen for the brand origin, production origin and design origin. As a result of data analysis using Repetitive Measurement ANOVA, for mobile phone and automobile; The main effects of brand, production and design factors and the joint effects of brand-production and brand-design for mobile phones were found to be significant. On the other hand, while the brand-design joint effect was significant for the automobile, the brand-production co-effect was not significant. Keywords: Consumer preferences, Country of origin, Hybrid product, Repeated measurement ANOVA