The effect of country of origin and consumer xenocentrism on the intention of purchasing Turkish branded products: An implemented study in Kirkuk

In a modern and competitive period, which is developing day by day in global markets, the perceptions of consumers towards the country/origin of the product change. In recent years, consumers worldwide have been looking for different products and services from other countries. Internal and external factors affect consumers' purchasing of products and services. These factors are socio-cultural, psychological, and economic factors. On the other hand, product properties, quality may be affected by factors such as the xenocentric trend or the country of origin of the product. The country of origin (COO) is seen as an intangible hint that can affect consumers' product purchase evaluation process. The consumers are affected by these factors and make different choices by dividing different product groups into domestic and foreign products. Consumer xenocentrism is one of the other important factors to understand the country of origin (COO) effect. In this context, the research explores the effect of origin country, xenocentrism structures on the purchasing behavior of Iraqi Kirkuk consumers in the light of this information. In the process of Kirkuk consumers' purchasing Turkish products, the relations between demographic characteristics and origin country and xenocentrism structures are investigated. In the study, a simple random sample was selected using the quantitative research method, and data were not collected with the online survey technique. Data analysis was done with SPSS 25 (Statistical Package for Social Sciences). As a result of the research, Kirkuk consumers' country of origin and xenocentrism structures affect the purchasing of Turkish products. Keywords: Consumer xenocentrism, country of origin, purchase intention