Awareness of the brand origin on consumer buying behavior: Turkey sample

The present situation of the trade is quite different from the past. For a company that produces at one end of the world, it is possible to sell and deliver its products to a consumer who lives at another end of the world. This is a result of globalization. The rapid development and growth of technology have made the production developed excessively, therefore, this progress confronts consumers with the brands of many companies producing same product. Besides, this circumstance makes it very difficult for consumers to make decisions on buying products that are imported from different countries other than their own country's products. In addition to factors such as quality, form, price, which play a role in the preference of brands, brand's origin is also an effective factor in preference. For this reason, consumers may make their decisions by controlling brand's origin while buying products. Consumers' ethnocentric tendencies cause them to evaluate a brand according to its origin and make their purchases according to origin of the brand. In this study, it is investigated how much brand's origin and consumer ethnocentrism are influential in purchasing behavior and in decision process, and in how consumers are influenced by brand's origin factor in product preferences. In order to measure the awareness of brand origin in purchasing behavior of consumers, a survey study were made to 803 people that live in throughout of Turkey, consisting of a female and male consumers having different age, education level, occupation, and average monthly income. The results of the questionnaires were analyzed by frequency analysis, t-Test analysis, variance analysis and Chi-square analysis.