CONSUMER ATTITUDES TOWARDS FOREIGN RETAILERS’ PRODUCTS

Bircan Aşuk Izmir University of Economics

Faculty of Economics and Administrative Sciences/Business AdministrationSakarya Cad. No:156 Balçova/İzmir

Phone: 0 (232) 279 25 25 ; Fax: 0 (232) 279 26 26E-mail: bircan.asuk@std.izmirekonomi.edu.tr

AbstractTurkey has attracted foreign retailers for many years because of its high population, growing economy, growing market potential, young population and also, its high labour force. Although conditions are attractive, foreign retailers face some problems related to different demographic characteristics, different values, attitudes and different cultures of consumers in Turkey and also, in the other countries. One of the most important factors that affects consumers’ attitudes towards foreign retailers’ products and their willingness to purchase these brands is consumer ethnocentrism (According to ethnocentrism; people evaluate their race more superior than the other races). The aim of this research is generally to examine Turkish consumers’ atttitudes towards foreign retailers’ products. In this respect, consumer ethnocentrism is explored among Turkish consumers. Besides, it is explored how this consumer ethnocentrism affect product judgement of foreign products and willingness to buy these products. The effect of age and education on attitudes is also investigated. Data was collected through a questionnaire. And this questionnaire was applied to 50 people in October 2009.

Key words: foreign retailers, consumer attitudes, ethnocentrism

1) IntroductionInternational competitiveness has become a necessity for the survival of many firms because of the globalized business. In this sense, Turkey is a very attractive country for foreign retailers in terms of growing market potential. This growing market potential includes young population,growing economy and advantageous stores rents. Since the late 1980s, foreign retailers have entered into Turkey with the developments in international retailing throughout the world (Tokatlı and Boyacı, 1998). Because Turkish customers were interested in multinational brands and were prepared to spend money on products that enabled them to have a Western type of life, international companies began to enter Turkey (Euromonitor, 2009). When foreign retailers decide to extend their market shares through different countries, they evaluate the countries that they intend to enter, in terms of many different characteristics such as demographics, culture and consumer behavior that derives from different attitudes, values and perceptions. Also these attributes may differ from one country to another. The foreign countries intended to enter to new countries rearrange their marketing mix that includes product, price, promotion and place by evaluating different attributes which has been explained above.Some researches were done to evaluate consumer attitudes towards foreign retailers’ products. For example, according to Burton (2002) and Quellet (2007), consumers are concerned with their cultural, national and ethnic identities increasingly in more interconnected world. Some consumer researches determined that people make their purchasing decisions on information cues. Information cues can be intrinsic (e.g., product design) and extrinsic (e.g.,brand name, price)(Olson, 1977; Jacoby ,1972). But extrinsic

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cues are likely to be used in the absence of intrinsic cues or when their assessment is not possible(Jacoby, Olson and Haddock, 1971 ; Olson, 1977; Jacoby, 1972 ; Jacoby, Szybillo and Busato-Schach, 1977 ; Gerstner, 1985).Also, according to some researches, it was thought that there is a relationship between attitudes toward foreign retailers’ products and some demographics characteristics such as gender, education, income and age.When doing this research, it was aimed at determining consumer attitudes towards foreign retailers’ products. The research starts with a literature review which includes international retailing in Turkey, attitudes towards purchasing foreign retailers’ products (general review), effects of age and education level on attitudes, influence of consumer ethnocentrism on attitudes towards foreign retailers’ products respectively. Secondly, methodology part that has explanations about how this research was conducted, was presented. Then, findings which derived from questionnaire results and its SPSS analyses, are presented. At the last stage of the research, discussion, limitations and future researches are discussed.

2) Literature Review

2.1 ) International Retailing in TurkeySince the begining of the 1980s, global retail community has seen an expansion of international retail activities (Vida and Fairhurst, 1998). And since 1980, there has been a growing and sizable consumer market promising a large, steady and consistent demand for products at least in the large cities, which has made Turkish retailing prone to increasing pressure from large domestic and international corporations (Tokatlı and Boyacı, 1998). With the changes in the world and changes in Turkish consumer market, foreign retailers have entered into Turkey by associating with Turkish firms through licencing agreements and joint ventures (Tokatlı and Boyacı, 1998). Foodstuff retailers such as Metro International , Carrefour and Promodes , Booker , Fast-food retailers such as McDonalds, Kentucky Fried Chicken , Pizza Hut Subway and Burger King, Clothing retailers such as Benetton, Sisley, Levi’s, Mothercare, Burberry’s, Austin Reed, Premaman, Stefanel, Versace, Ermenegildo Zegna, Naf Naf and Channel entered Turkish market (Tokatlı and Boyacı, 1998). And it is important to indicate that; Turkey witnessed many changes and developments in retailing in 1990s and foreign retailers have generated a significant part of modern retailers. Foreign capital flow into retailing sector has been increasing since 1990 and French, British, US became the leading investors (Tek and Demirci Orel, 2006). Market opportunities and attraction for foreign retailers were offered by big cities because of having the largest population in Turkey (Kompil and Çelik, 2006).

2.2) Attitudes Towards Purchasing Foreign Retailers’ Products (General Review)De Mooji and Hofstede (2002) indicated that foreign retailers may face serious problems if they expand their operations to countries that have different cultural values. Countries may have different characteristics which should be thought by international retailers planning to enter into different countries (White and Absher, 2007).An attitude is a predisposition to evaluate an object or product positively or negatively. We form attitudes towards products or services that often determine whether we will purchase them or not (Solomon, 2009).Consumer express preference or lack of preference for stores, brands, advertisements and other marketing stimuli by reflecting a favorable or unfavorable attitude. In this sense, consumers with a favorable attitude toward a store will most likely select the store and buy

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its products, but consumers with unfavorable attitudes will not select the store and not purchase the products there (Moye and Kincade, 1999). In this case, attitudes of consumers towards international retailers are an important factor for international retailers which are planning to enter to different countries.There are many studies regarding the attitudes towards domestic and foreign products. For example, The results of analysis of variance tests and scheffe post-hoc comparisons revealed that rural consumers were more likely than non-rural consumers to have negative attitudes towards imported products and positive attitudes towards US made-products (Morganosky and Douglas, 1989). On the other hand, Beaudoin et al. (1998) studied on the fashion leaders and followers attitude toward imported and domestic apparel and found that fashion leaders had overall more positive attitude toward imported apparel than domestic apparel.Fishbein (1967) presented an attitude model to understand the relations between attitude, intention and behavior. According to Fishbein’s (1967) multi-attribute model, there are two components which determine the attitude toward performing a behavior. And this theory says that, a person’s attitude is a function of ‘his beliefs and the implicit evaluative responses associated with those beliefs’.Attributes such as age, education level and consumer ethnocentrism that become an effective factor when buying from a foreign retailers’ products, should be studied well.Q1) What are the attitudes towards foreign retailers’ products in terms of usage frequency of them?

2.3) Effects of Age and Education on AttitudesDifferent consumers have differents responses to the same shopping atmosphere and/or to the same product (Yalch and Spangenberg, 1993; as cited in Scarpi, 2006). Younger consumers seemed most favorably tend to buy foreign made or foreign brand apparel because they were more affected by fashion and likely to try new products and famous brand names, considered symbolism important, and they were less sensitive to higher prices. (Anderson and He, 1998; Ariga et al., 1997; Landry, 1998; Schmitt, 1997; Zhang et al., 2002; as cited in Dickson et al., 2004).Also some researches determined that; age is one of the indicator of consumer ethnocentrism. Age was considered as a relevant factor which drives consumer ethnocentrism in previous investigations.(Bilkey and Nes, 1982; Han, 1988; Vida and Fairhurst, 1998). In more recent study investigating consumer ethnocentrism and willingness to buy in Bosnia and Herzegovina, Cutura (2006) concluded that age, education, region as well as the size of the respondents’ place of residence were important. Also, one of the study found neither gender nor education affected ethnocentricity levels of urban sample of Croation consumers (Kesic et al.,2002).Q2) What will be the relationship between age and attitutes towards foreign retailers’ products in terms of usage frequency?Q3) What will be the relationship between education level and attitudes towards foreign retailers’ products in terms of usage frequency?Q4) What will be the relationship between age and consumer ethnocentrism?Q5) What will be the relationship between education level and consumer ethnocentrism?

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2.4) Influence of Consumer Ethnocentrism on attitudes towards Foreign Retailers’ Products Consumer ethnocentrism (Shimp and Sharma, 1987) is one of the factors that can influence the willingness of the consumer to purchase foreign made products and product judgment of foreign products.Consumer ethnocentrism derives from the more general construct of ethnocentrism, which in turn is rooted in a belief that one’s own group (the in-group) is superior to other groups (out –groups) (Adorno et al., 1950). Shimp and Sharma (1987) explained consumer ethnocentrism as beliefs held by consumers about the appropriateness or morality of purchasing foreign products.The study on consumer ideologies such as ethnocentrism, nationalism, and patriotism posits that precisely because of the ‘shrinking globe’ and the more and more interconnected world; consumers are increasingly concerned with their cultural, national and ethnic identities which subsequently affect their consumption motivation (Burton, 2002; Quellet, 2007). Shimp and Sharma (1987) applied this social phenomenon of ethnocentrism to the study of consumer behavior and described an economic form of ethnocentrism ‘consumer ethnocentrism’ and used a measurement instrument, the CETSCALE, to evaluate this attitude. Previous studies of Shimp and Sharma (1987) indicated that high ethnocentrism scores are related to reluctance to purchase foreign products and tendencies to evaluate them negatively.Q6) Is there a consumer ethnocentrism between respondents? If so, what is the relationship between consumer ethnocentrism and attitudes towards foreign retailers’ products in terms of usage of them? And how are the effects of age and education levels on consumer ethnocentrism?

3) Research MethodologyA questionnaire that includes 18 different questions was applied to 50 people in three different cities in Turkey (Denizli, İzmir and Fethiye), in October 2009. Consumers were randomly selected and it was aimed to apply the questionnaire to different age groups. The questionnaire were filled in by the respondents in the presence of an interviewer. This took approximately 5 minutes. There are 5 open-ended questions about products that aims to determine which brands are used by the consumers. And also, there are 13 different closed-ended questions in the research questionnaire.The questionnaire consists of three parts. In one part, it was aimed to determine the demographic characteristics by asking gender, education level, age and how much the respondents spend in a month. To determine the education level, four options that include primary education, high school education, university education and post graduate education were presented to respondents. And there are four options that include 0-200 YTL, 201-500 YTL, 501-1000 YTL and 1001-above YTL to determine how much they spend in a month.In another part, it was aimed to determine usage of foreign products in real life. For this, at first, it was asked to respondents which brands they use for their cola, jeans, white goods, pasta and chocolate preferences. Again in this respect, the frequency of foreign products usage was asked to respondents.In the last part of the questionnaire, it was aimed to determine the thoughts about the foreign products. In this respect, these questions were asked ; Whether they think guilty when they buy a foreign product, whether they like having a foreign product, whether they prefer domestic products rather than foreign ones when they meet with the same situation in the matter of quality and price, whether they encourage to their near surroundings about buying domestic products, whether they think that the foreign products are more qualified

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than domestic ones, whether they think that the foreign products are more expensive than domestic ones, whether they think that foreign products have better after-sale service than domestic ones, whether they think that they contribute Turkish economics when they purchase domestic products.With these questions, ordinal scale was used. And participants were instructed to rate these questions a 5 point Likert scale (1=absolutely disagree and 5= absolutely agree). When asking these questions, the main aim was to determine whether there is a consumer ethnocentrism among the respondents.After applying the questionnaire to 50 people, the data was entered to SPSS program and evaluated with some statistical analyses which will be explained in the findings part of the research paper.

4) Findings

4.1) Profile of the participantsTable 1 demonstrates the demographic profile of the sample. Gender, age, education level and how much the respondents spend in a month generate the sample’s characteristics. The research included 17 men (%=34) and 33 women (%=66). The minimum age was 17 and the maximum age was 68 while the mean age was 28.34. Most of the sample was between 20 and 25 age range (n=33, %=66). Most of the participants had university degree (n=35, %=70). And also, most of the participants spent 201-500 YTL in a month (n=23, %=46).TABLE 1- Demographic Profile of the Respondents

Demographics N % Men 17 34Gender Women 33 66 Total 50 100 19 and younger 3 6 20-25 33 66Age 26-40 5 10 41-71 9 18 Total 50 100 Primary education 8 16 High school 5 10Education University 35 70 Post graduate 2 4 Total 50 100 0-200 11 22How much they 201-500 23 46spend in a month 501-1000 9 18 1001-above 7 14 Total 50 100

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4.2) Attitudes Towards Foreign Retailers’ Products To determine foreign products usage in real life, the participants were asked which brands they use in their cola, jeans, white goods, pasta and chocolate preferences. By looking at the results,for each person it was computed how many products they use are foreign. Table 2 demonstrates the frequency and percentage of how many products they use are foreign. Also the results were refered to usage of foreign products in real life.TABLE 2- Usage of Foreign Products in Real Life

N % 0 – no usage of foreign products 1—one of the products is foreign 0 5 10 2—two of the products are foreign 1 13 26

3- three of the products are foreign 2 15 30

4- four of the products are foreign 3 12 24

4 5 10

Total 50 100

According to this table, 90% of the participants prefer foreign products for at least one product group (The product group includes cola, jeans, white goods, pasta and chocolate). And it is possible to say that foreign products usage is very common among respondents.In this respect, as Table 3 demonstrates, the respondents were also asked how often they purchase foreign products.TABLE 3- Purchase Frequency of Foreign Products

N %

Never 3 6

Rarely 6 12

Sometimes 14 28

Often 26 52

Always 1 2 Total 50 100

As it is seen from the table, the purchase frequency of foreign products are generally very common in respondents’ real life. By looking at both Table 2 and Table 3 results together, it is possible to say that there is a high tendency to purchase and use foreign products among respondents.

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Again in this respect, a correlation analysis was performed to determine the relationship between age and purchase frequency of foreign products. As a result, there is a negative correlation between them at 0.01 significance level. In other words; when the respondents’ ages increase, purchase frequency of foreign products decrease.Table 4 demonstrates this.TABLE 4- Relationship between age and purchase frequency of foreign products.

Age Purchase frequency of foreign products

Age Pearson correlation 1 -,596**

Sig. (2- tailed) ,000N 50 50

Purchase frequency Pearson correlation -,596** 1of foreign products Sig. (2-tailed) ,000

N 50 50

**p<0.01 (2-tailed)Also as Table 5 demonstrates, education level created a difference in terms of purchase frequency of foreign products at 0.05 significance level. The analysis was performed through independent t-test and because most of participants have primary education degree and university degree, they were grouped in the anaysis.TABLE 5- Differences on purchase frequency of foreign products created by education level

Primary education University

N Mean N Mean

Purchase frequency of 8 2,1250 35 3,6286

foreign Products

p< 0.05As a result, the participants who have primary education degree have less tendency to purchase foreign products with respect to participants who have university degree.To determine consumer ethnocentrism, the participants were given 8 opinions which is presented Table 6. And the participants were instructed to rate these options a 5 point Likert scale. Table 6 demonstrates descriptives of agreement to these opinions.

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TABLE 6- Agreement to opinions which aim at determining consumer ethnocentrism

Opinions N Mean Std.Dev.

I prefer domestic products rather than foreign 50 4,32 0,91339 ones when the quality and price are the same

I think foreign products are higher quality than 50 2,76 1,02140 domestic ones.

I think foreign products are more expensive 50 3,78 0,99571 than domestic ones.

I think foreign products have better after-sale 50 2,82 0,98333 service than domestic ones.

I do not like the idea about having foreign 50 2,72 1,12558 products.

When i buy a foreign product, i feel guilty. 50 2,50 1,24949

I encourage my near surroundings in the 50 3,46 1,03431 matter of buying domestic products.

I contribute something to Turkish economics 50 4,20 0,75593 by buying domestic products.

And index was generated by computing all the opinions. The index was subjected to one sample t-test where test value is 3. As Table 7 demonstrates, it is possible to say there is a consumer ethnocentrism among the respondents at 0.05 significance level.TABLE 7- Ethnocentric opinions (Index) Statistics.

N Mean Std. Deviation

Index 50 3,4250 0,52245

p<0.05Ethnocentric opinions (index) was compared with foreign product usage in real life through correlation analysis. As a result, there is a negative correlation between them at 0.01 significance level. In other words, as it is seen from Table 8, while ethnocentric opinions increase, the usage of foreign products decreases.

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TABLE 8- Relationship between ethnocentric opinions and usage of foreign products.

Usage of foreign Index

Products

Usage of foreign Pearson Correlation 1 -,410** Products Sig. (2-tailed) ,003

N 50 50

Index Pearson Correlation -,410** 1Sig. (2-tailed) ,003N 50 50

**p<0.01 (2-tailed)As Table 9 indicates, education level creates a difference in terms of ethnocentric opinions at 0.05 significance level. Because the research mostly included participants who have primary education degree (n=8) and participants who have university degree (n=35), these were subjected to independent t-test. As a result, the respendents who have primary education degree have more ethnocentric opinions.TABLE 9- Differences on ethnocentric opinions created by education level.

Primary education University

N Mean N Mean

Ethnocentric opinions 8 3.75 35 3,3179

p<0.05To determine the relationship between age and ethnocentric opinions, correlation analysis was conducted. As Table 10 indicates, there is a positive correlation between age and ethnocentric opinions at 0.05 significance level. In other words, while the respondents’ ages increase, ethnocentric opinions increase.TABLE 10- Relationship between age and ethnocentric opinions

Age Ethnocentric opinion

Age Pearson Correlation 1 ,360* Sig. (2-tailed) ,010 N 50 50

Ethnocentric Pearson Correlation ,360* 1Opinion Sig. (2-tailed) ,010

N 50 50

*p< 0.05 (2-tailed)

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The research paper also tried to determine foreign product judgements in terms of quality , price and after-sale service. For this, a correlation analysis was conducted at 0.05 significance level. According to the results, a positive correlation was found between foreign products’ after-sale service and foreign product purchase frequency in real life. As Table 11 demonstrates, because the participants perceive foreign products as having better after-sale service rather than domestic ones, they prefer to buy foreign ones.TABLE 11- Relationship between foreign products after-sale service and purchase frequency of foreign products.

Purchase frequency of Thinking that foreign foreign products products have better

after-sale service

Purchase frequency Pearson Correlation 1 ,352*of foreign products Sig. (2-tailed) ,012

N 50 50

Thing that foreign Pearson Correlation ,352 1products have better Sig. (2-tailed) ,012after-sale service N 50 50

*P<0.05

5) Conclusion and DiscussionTurkey has been a very attractive country for many foreign retailers. In this respect, it is important for foreign retailers to understand the behaviors of Turkish consumers in terms of attitudes towards foreign products. To have a better understanding attitudes towards foreign products, this research was conducted among Turkish consumers. 50 respondents were counted in the research. In the first part of the research, it was aimed to determine demographic characteristics of consumers in terms of gender, education level, age and how much they spend in a month. Most of the sample was between 20 and 25 age range. And also most of the participants indicated that their spending in a month is between 201-500 YTL. Lastly, the research generally included participants who have university degree. In the second part of the research, it was aimed to determine foreign products usage and purchase frequency in real life. As a result, the participants have a high tendency to buy and use foreign products. In the third part of the research, it was aimed to determine whether there is a consumer ethnocentrism among the respondents by asking them evaluate 8 opinions related to ethnocentrism. As a result, it was determined that there is a consumer ethnocentrism among the respondents. Additionally, some analyses were conducted to determine the relationships. Correlation analysis was done to determine the relationship between consumer ethnocentrism and usage of foreign products in real life. As a result, while ethnocentric opinions increase, usage of foreign products decreases because of the negative correlation in the analysis. According to independent t-test conducted between education level and ethnocentric opinions,the respondents who have primary education degree have more ethnocentric opinions with respect to participants who have university degree. According to another correlation analysis which aimed at determining the relationship between age and ethnocentric opinions, while the respondents’ ages increase, ethnocentric opinions increase. Lastly, to determine the relationship between purchase frequency of foreign products and foreign product judgements in terms of quality, expensiveness and after-sale service, a set of correlation analyses were performed.

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According to the results, there is positive correlation between purchase frequency of foreign products and their after-sale service. In other words, because participants think that foreign products have better after-sale service, they have tendency to buy foreign products.When the research paper is examined entirely from managerial perspective, it may be helpful for the international retailers which will select Turkish consumers as their target group. Because negative evaluations and perceptions which are related to country of origin stereotyping, create considerable market barrier (Schooler, Wildt and Jones, 1987).According to the results, there is a consumer ethnocentrism among Turkish respondents, this changes with respect to different ages and education level. And also, these different age groups, different education level create differences on usage of foreign products. So that, international retailers consider these results thoughtfully. These research results can be helpful for international retailers when doing demographical segmentation in terms of age, income level and education level. In this respect, these retailers should rearrange their marketing mix that includes product, price, promotion and place to adapt Turkish consumers who they select as a target group, to their products. Also when rearranging marketing mix, the retailers should mostly attach importance to communication strategies. Because most of marketing experts think communication strategies as a key element to attract different customer groups. Additionally, for these communication strategies international retailers should attach importance to provide local products to consumers. At the same it can be useful to employ local workers and managers to understand consumers and communicate with them better.As a result, the firms may evaluate the marketing researches like this one and they may do market researches on their own to determine characteristics of the market and to determine their marketing mix and communication strategies once more.

6) Limitations and Future ResearchThis study has limited capacity in terms of some reasons. These reasons may be put in order like this; the research was applied only 50 respondents so more resoendents should be counted in future researches.It was applied only in Aegean region so future researches should evaluate the respondents from the other regions in Turkey. And also, different age groups, different participants who have different income level, different education levels should be counted in future researches. They will be useful for international retailers to evaluate Turkey entirely and understand consumer behavior clearly.ReferencesAdorno, T. W., Frenkel-Brunswik, E., Levinson, D. J. & Sanford, R. N. (1950). The authoritarian personality. New York: Harper and Row.

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