The impact of customers' preference attitudes and brand image perceptions on their perceptions of glocal products' performance: A case study on Gaziantep Domino's Pizza

By using the strategies which are an integration of "global" and "local", companies have been aiming to tailor and adapt their products or services according to the cultural structure of the country or the region they have been operating in. One of the companies that has been using the glocal strategies very actively is Domino's Pizza, which is a worldwide known pizza company. In this research it has been aimed to evaluate the glocal products of Domino's Pizza in terms of customer attitudes in Gaziantep by taking three factors into consideration. A descriptive survey has been conducted to provide information. The data collection tool of the study is survey method. The results have been evaluated according to the results of the survey analysis. The data analysis has been done with the help of SPSS programme and the findings of the analysis have been shown and explained in tables and commented on. An evaluation has been done according to the findings. In this study globalization, localization, glocalization, how performance perception related to global companies is affected by customers' preference attitudes and brand image perceptions, Turkish cuisine and Gaziantep cuisine have been researched thoroughly in the literature review part. Furthermore, some information about Domino's Pizza and its glocal marketing policy has been explained in this part. In this regard, according to the results of the regression analysis, the correlation between performance perception and brand image perception and preference attitudes are almost the same. As a result, it has been observed that the preference attitudes of Domino's Pizza consumers living in the city center of Gaziantep towards Domino's Pizza and its glocal products statistically have a directly-related and meaningful impact on their brand image perceptions and their performance perceptions of the glocal products of Domino's Pizza. Key Words: Glocalization, Customer Preferences, Brand Image, Brand Performance.