Moğol tüketicilerin yerli ve yabancı ve markalara yönelik algı, tutum ve tercihler: Bilgisayar sektörü örneği

The purpose of this thesis was to study whether or not consumer perceptions and attitudes toward purchasing domestic versus imported computer product differ among consumers in Mongolia. Variables to be investigated include computers? attributes and demographic characteristics. Also, the effects of country of origin and consumer ethnocentrism were examined.The survey questionnaire was employed to collect the primary data in Ulaanbaatar, the capital city of Mongolia. A total of 230 computer users completed and returned use able questionnaires.The findings showed that consumer attitudes toward domestic versus foreign computer brand differed significantly. Consumers had an overall more positive attitude towards foreign computer over Mongolian domestic computer (Mogul) with regard to good design, special functions, low price, and case to use, good quality, plus accessories, guarantee policy, brand name, promotions and official software. However, no significant difference was found in consumer attitudes such as demographics that namely gender, occupation and income level. The significant difference was found in between consumers? ages and consumers attitudes.Their three most preferred country of origin of computer were Japan, America and Korea, respectively. Interestingly, relative to other computer attributes, country of origin was generally of low importance in consumer decision-making. For consumer ethnocentrism, the results indicated that there was a positive correlation between domestic brand computer and ethnocentrism, there was negative correlation between consumer ethnocentrism and attitude and foreign computer brand. Furthermore, demographic variables did not show effects on consumer ethnocentrism.