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

Author

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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)

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.

Suggested Citation

  • Yuksel KOKSAL & Albana TATAR, 2014. "Foreign Product Perception in Albanian Market; an Analysis of Country Origin Image, Ethnocentrism and the Position of Turkish Products," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 14(4), pages 571-581.
    • Handle: RePEc:ege:journl:v:14:y:2014:i:4:p:571-581
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Country of origin (COO); customer perception; ethnocentrism.;
    All these keywords.

    JEL classification:

    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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