Orsay Kucukemiroglu

Market segmentation by using consumer lifestyle dimensions and ethnocentrism

Identifies consumer market segments existing among Turkish consumers by using lifestyle patterns and ethnocentrism. Data for the study were collected through personal interviews in Istanbul. Survey findings indicate that there are several lifestyle dimensions apparent among the Turkish consumers which had an influence on their ethnocentric tendencies. Non‐ethnocentric Turkish consumers tend to have significantly more favorable beliefs, attitudes, and intentions regarding imported products than do ethnocentric Turkish consumers. Using the lifestyle dimensions extracted, three distinct market segments were found. Consumers in the Liberals/trend setters customer market segment showed similar behavioral tendencies and purchasing patterns to consumers in western countries. The findings provide some implications to marketers who currently operate in or are planning to enter into Turkish markets in the near future.

Consumers’ country‐of‐origin (COO) perceptions of imported products in a homogenous less‐developed country

In recent years, consumers worldwide have been having increased access to a wide variety of products and services from other countries. Furthermore, with advances in satellite communication, travel, television outreach and Internet access as well as increased education, consumers all over the world are becoming more aware of the products/services available throughout the world. As a result, the significance of products’ county‐of‐origin images in influencing consumer behavior is increasing rapidly. An understanding of the role of COO images for imported products as against domestic ones would aid in the formulation of better marketing plans, strategies and policies by companies of both domestic and international origin. The purpose of this empirical research study is to examine Bangladeshi consumers’ quality perceptions of products outsourced from nine foreign countries from where the country sources most of its product needs and compare them with their perceptions of domestic products. Study findings indicated that Bangladeshi consumers overwhelmingly preferred western made products, though there were differences in their perceptions across product classes as well as degree of suitability of sourcing countries.

Bank and Product Selection: Hong Kong

Examines an empirical study by questionnaire survey to determine the importance of selected patronage factors used by 106 Hong Kong consumers in choosing domestic and foreign banks. Although Hong Kong consumers use domestic banks more, they perceive the usefulness of a select number of services in a similar manner for both domestic and foreign banks. Suggests lessons that banks may learn from the results.

Commercial Bank Selection in Turkey

In view of the intense competition in the banking industry all over the world, managers of both commercial and public banks more and more are applying marketing strategy techniques in the operations. The use of marketing techniques in banking becomes even more important in developing country environments, as the supply of bank services far exceeds the demand in most cases. To be able to remain competitive, commercial banks in developing countries need to be more market‐oriented. In the light of this, the factors used in selecting a private/public commercial bank in an advanced developing country – Turkey – are examined. Study results indicate that there are differences among bank customers in their bank patronage behaviour when demographic and socioeconomic factors are considered.

Marketing strategies for fast‐food restaurants: a customer view

In recent years, a major food consumption trend in the USA and Canada is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast‐food markets will offer greater growth opportunities for marketers. Presents consumers′ perceptions of and preferences for fast‐food restaurants in the USA and Canada. The results of this study may have very important implications for developing successful marketing strategies for fast‐food restaurants. Findings of the study offer need‐oriented marketing strategies for both franchisers and franchisees in the US and Canadian fast‐food sectors to enable them to be more competitive in this fast‐changing business environment.

Correlates of credit card acceptance and usage in an advanced developing Middle Eastern country

Past studies indicate that there is a close relationship between spread of credit card usage in a country and its stage of socio‐economic development. With increased level of socio‐economic and technological development, credit card usage particularly increases in developing countries. Studies credit card usage behavior in an advanced developing country – Turkey. An empirical research study conducted in urban Turkey indicates that there are certain relationships between socio‐economic and demographic characteristics of Turkish consumers and their credit cardholding and usage behaviors. In light of the survey findings, offers a number of marketing strategy guidelines for credit card issuers in developing countries to remain competitive as well as creating more market growth opportunities in this growing service industry.

Credit Card Development Strategies for the Youth Market

In the light of increased competition and introduction of advanced technologies into financial service sectors, financial institutions felt the need to apply marketing concepts and techniques. In particular, assessment and understanding of credit card customers′ needs and wants have become very important. It is known that people develop their first brand loyalties when they are between the ages of 18 and 25. Accordingly, college students as an important part of the youth market offer great opportunities for credit card companies. With this in mind, the purpose of this empirical study is to determine the important factors influencing credit card selection behaviour of college students via conjoint analysis. The results of this study offer important managerial implications for policy makers at the banks, financial institutions and other credit card dispensing retail outlets.

Sourcing of Industrial Products: Regiocentric Orientation of Chinese Organizational Buyers

Examines how Chinese organizational buyers evaluate four categories of industrial products from four different source‐regions, the basic hypothesis being that the majority of the purchasing managers held favourable images of the industrial products coming from the industrialized regions of the world. Discovers that statistically significant differences exist among respondents in terms of age, sex, education, income and work experience, and the source‐regions selected for procurement of four classes of industrial products.

Advertising Agency/Client Relationships in an Advanced Developing Country

Suggests that, parallel with the rapid developments taking place in the manufacturing sector, the advertising industry is also experiencing a stage of rapid development in most of the advanced developing countries, as evidenced by the increasing number of advertising agencies and total billings. Examines present structured characteristics of Turkish advertising agencies and critically compares the role and functions of the advertising agency and client relationships in that country.

Consumer complaint handling in an advanced developing economy: An empirical investigation

The purpose of this article is to examine consumer protection, complaint, and statisfaction/dissatisfaction behaviors in developing countries with special reference to an advanced developing country — Turkey. The study was designed to describe consumer complaint handling issues in urban Turkey. It tries to explain consumer behavior differences along five consumer product categories as to the frequency and manner of consumer complaining behavior and suggests insights into the effectiveness of consumer complaint handling policies in Turkey. It is maintained that the study results are also applicable to other developing countries which are at a similar level of socio-economic and technological development.