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Citation - WoS: 12
The Rise in the Sales of Counterfeit Brands: The Case of Turkish Consumers
(Academic Journals, 2010) Ergin, Elif Akagun
Counterfeiting activity is a worldwide phenomenon rapidly increasing in every country. Accounting for about 7% of global trade, counterfeit brands resemble the genuine goods but are typically of lower quality in terms of performance, reliability or durability. The size of the counterfeit brands market in Turkey is reported to be around 3 billion dollars. The prevalence of counterfeit manufacturing, the wide availability and the increase in the sales of counterfeits in the Turkish market make it imperative to address the nature of the demand. This research investigates the rapid increase in the sales of counterfeit brands in Turkey and attempts to identify the major factors that motivate consumers to purchase these brands. A field study has been conducted at the Grand Bazaar in Istanbul, the oldest and largest covered bazaar in the world. A judgment sample of 385 young adult, urban Turkish consumers, between the ages of 18 - 35, were approached face-to-face and surveys were completed. The results are reported according to the objectives of the research. The multi-regression analysis points to prestige, brand popularity, wide availability and low price as the four main motivator factors for consumers purchasing counterfeits. In addition, respondents are examined in terms of how they view both their own and other consumers, use of counterfeit brands.
Consumers Purchase Intentions For Foreign Products: An Empirical Research Study In Istanbul, Turkey
(2010) Akagün Ergin, Elif
Consumers in developing countries seem to possess an increasing demand for the purchase of foreign products. Turkey is a magnet for multinational corporations that view the country as a must-win market. It has become important to determine the underlying intentions that drive the purchase decisions for foreign products in the Turkish market. The purpose of this study is to contribute to the literature by examining the purchase intentions of urban, Turkish consumers for foreign products in three specific categories (apparel, chocolate and personal care products). These categories were selected by taking their applicability to urban consumers into consideration. A field study was carried out at three major shopping malls in Istanbul, with the participation of 600 urban, Turkish consumers. Surveys, consisting of 3 parts and a total of 50 questions, have been used to gather data. In the first part, the subjects were asked about the factors that affect their purchasing motives. The top five factors were reported as perceived brand prestige, quality, value, purchase intention, and influence of others. In the second part, questions were asked regarding the subject’s reactions about foreign brands according to the determined categories. Finally in the third part, the participants were asked about their demographics and other personal factors. The empirical evidence provides insights into the significance of impact of product category, perceived brand prestige, perceived brand quality and influence of others. The results of the multi-linear regression analysis are reported along with significant implications for marketing managers

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