Foreign Product Perception in Albanian Market; an Analysis of Country Origin Image, Ethnocentrism and the Position of Turkish Products
Year: 2014
Type: article
Study design: Observational Study
Abstract: The Country-Of-Origin (COO) effect is a reality of international marketing and multifaceted structure of COO makes it important in this field. Albania is a particular instance to examine this topic in order to observe current situation after the communism term. The main objective of this research is to examine the country-of-origin effect upon Albanian consumers to observe their product preferences, reactions, and willingness toward domestic and foreign products. Furthermore this research intended to provide an idea regarding the countries whose products are more preferable and what, among these countries, the place of Turkish products in Albanian market is. We adapted and used CETSCALE (Consumer Ethnocentric Tendencies Scale) to measure consumer attitudes. Findings reveal that ethnocentric tendency of Albanian consumers is strong and Turkish products are preferred less than the products of European countries, whereas more than Chinese products in this market
Authors: Yüksel KÖKSAL, Albana TATAR
Institution: Epoka University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W181520189