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Abstract
This paper examines the nature of the Country of Origin effect by exploring suggested options to enhance positive COO associations in consumers' minds and offsetting negative COO impact on purchase decisions. The approach taken is a literature review with a comparison of Turkey's white goods brand Beko Plc's international growth and marketing strategies. This paper focuses on suggested international marketing strategies in order to increase the country image of Turkey as well as the brand image of Beko Plc. In the interest of achieving a sustainable growth in foreign markets and offsetting the negative consumers' perceptions of products made in particular countries, organizations are in need of advanced quality management practices and applicable pricing policies that respond adequately to consumer needs.
Keywords: Country of Origin, Country Image, International Marketing
JEL Code: M31
© 2014 Published by SSBFNET
1. Introduction
The process of introducing a brand name to foreign markets is influenced by the target market behaviour and structure as well as competition with other local and global brands. Based on the situation, it might be necessary for organizations to communicate brand's story quickly in one marketplace or announce it in several markets at the same time (Rundh, 2003). Introducing a new brand name to foreign markets would raise potential problems that might hinder the desired outcome for organizational performance. In order to avoid a failed attempt, organizations are required to define the target audience and communicate the brand name through the appropriate channels.
As the existing literature suggests; 'increasingly competitive international marketplace of the late 1980's and early 1990's' (Hooley et al 1988); 'growth in international trade and development of global markets' (Al-Sulaiti and Baker, 1998) have caused an increasing interest on the changing characteristics of consumer behaviour as the perception of a country and/or brand name have a crucial impact on 'production evaluations' (Schaefer, 1997) as well as 'consumer decision making process' (Insch and Florek, 2008).
The purpose of this paper is to explain the country of origin effect while exploring the factors that allows creation of favourable associations of the product on consumer purchase process and consider the aspects to alienate the negative Country of Origin (COO) effect with the examples from Arçelik A.?. and its international representative brand; Beko Plc.