The effects of foreign brand names in consumer purchasing behaviors: A study on technological products

This study has taken place in order to examine the effects of foreign brand names in consumers purchasing behaviors and decisions. In order to do this, a questionnaire has been prepared according to a scenario where a local company, which manufactures technological products used in daily lifes names its new products that take place in its technological product categories with foreign names and this questionnaire has been conducted throughout Turkey to consumers. In this frame, how brands with foreign names have an effect on their cost and quality factors have been determined. Conclusions reached through findings show that consumers perceive products with foreign names to be more expensive and have a higher quality by comparison to local products. In addition, the likert scale applied in order to determine whether or not foreign brand names have direct or indirect effect on consumers purchasing behavior have been used to determine which factors brand names are effective on. Results show that foreign brand names have indirect effects on consumers purchasing behaviors. It has been determined how brands with foreign names effect these factors and the relation between these factors and consumers purchasing decisions have been interpreted accordingly.