Investigation of factors that influence ukrainian consumers' purchase decisions toward Turkish clothing retailer brands

Today, Turkey is among the largest exporters in the global apparel industry. During the last 8 years, Turkey is one of the three biggest countries-suppliers of Ukraine in apparel product category. As Ukraine's own apparel manufacturing is insuffience, various foreign brands satisfy the clothing needs of the local population. Especially Turkish clothing retailer brands increase their market share in Ukrainian clothing market with great speed. Furthermore, these Turkish brands are in great demand and appreciated by Ukrainian consumers for various reasons. In order to maintain their observed growth in Ukrainian clothing market and increase satisfaction of buyers, it is necessary to understand what are the factors that influence intentions and decisions of Ukrainian consumers to purchase products for Turkish clothing retail brands. The current thesis is the first study in the literature which investigated the issue. Based on theoretical findings, some factors that affect consumers' purchasing decision for foreign clothing have been taken into consideration. Then research model were composed. The sample of the study consisted of 181 students attending a college in Kyiv, the capital of Ukraine. Data were collected by face to face survey method and necessary statistical analyzes were performed in IBM SPSS and AMOS programs. According to the results, it was found that perceived quality, design and price factors influence the purchasing decision of Ukrainian consumers for Turkish clothing retailer brands. However, consumer ethnocentrism factor had no effect on Ukrainian's purchasing decision. Also it was found that Ukrainians exhibit a low level of consumer ethnosentrism.