The Preferences of Settled Foreigners towards Domestic and Foreign Branded Products: The Case Stdudy of Antalya and Fethiye Region

Authors : Mustafa GÜLMEZ, Abdullah USLU, Özgür DAVRAS, Edina AJANOVİC

Pages : 98-114

View : 14 | Download : 8

Publication Date : 2014-01-01

Article Type : Research Paper

Abstract :Settled foreigners have significant influence on both social life and economy of the country they are living in and therefore discovering tendencies in terms of their choice of local or foreign branded product is of great importance. This may be useful for marketers as they will be able to predict their purchase intentions and according to them plan marketing activities and strategies for the products. A quantitative research method was used in this study to address brand perception, preferences and choices of 378 foreigners settled in Antalya and Fethiye region in Turkey. The results regarding preferences of settled foreigners towards domestic and foreign products and, according to them, derived implications for marketers are discussed in the conclusion
Keywords : Settled Foreigners, Branded Products, Brand Choice, Antalya, Fethiye