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C/M/1269. Dissertation. Effect of Country of Origin on Turkish Consumers' Decisions about Automobile Purchasing

WORDS:
15200
DATE:
2009
PRICE:
159.99 GBP

The dissertation investigates the influence of the country of origin on car buying decisions in Turkish customers examining whether the origin of car design and manufacturing has different impacts on the buying behaviour of consumers living in Ankara and those living in Istanbul. The review of literature touches on the theory of consumer behaviour, the effect of the product’s country of origin, the role of country of origin in car buying behaviour, etc. A study is conducted to identify the factors behind car buying decisions in Turkish customers and to develop appropriate marketing strategies. The study is based on secondary data collected from electronic and printed sources, and primary data collected via a questionnaire and focus group interviews with respondents from Istanbul and Ankara. Conclusions are made that the country of origin can develop a positive perception towards the automobile brand, but that it has a minimal impact on the buying decision of Turkish customers.

 

KEYWORDS: Dissertation, Country of origin, consumer behaviour, marketing strategy, Turkey, car buying behavior, Automobile Purchasing Decision,

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