Foreign Product Perception in Albanian Market; an Analysis of Country Origin Image, Ethnocentrism and the Position of Turkish Products

Yuksel Koksal () and Albana Tatar ()
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Yuksel Koksal: Mehmet Akif Ersoy University, Faculty of Economics and Administrative Sciences, Department of Business Administration
Albana Tatar: Epoka University, Faculty of Economics and Administrative Sciences, Department of Business Administration

Ege Academic Review, 2014, vol. 14, issue 4, 571-581

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.

Keywords: Country of origin (COO); customer perception; ethnocentrism. (search for similar items in EconPapers)
JEL-codes: M19 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ege:journl:v:14:y:2014:i:4:p:571-581

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