The influence of country of origin on consumers' decisions: Effects on willingness to purchase foreign products

In today?s world, the existence of manufacturing firms is dependent upon target consumers? perceptions toward their products. Globalization and international networks of companies are enriched by both past and current experiences of different cultures and nations that might have either positive or negative impact on their trade relations. This situation poses a vital necessity to understand consumers? feelings towards both local and foreign products. Therefore, it creates significance for marketing managers to understand consumers? feelings on foreign products to forecast new marketing strategies for different countries. The purpose of the present study was to fulfill a gap in the literature via testing empirically the influential factors of country of origin in order to understand Turkish consumers? perception toward Greek made products. This study proposes a conceptual model that identifies the correlations between consumer ethnocentrism, animosity, product judgments for foreign products and willingness to buy foreign made products.