COUNTRY OF ORIGIN AND MARKETING MIX EFFECT OVER THE PERCEIVED QUALITY: A STUDY IN REGARDING WHITE GOODS MARKET IN GERMANY

Abstract

Country of origin and marketing mix (product, promotion, price and place) effect on the perceived quality for imported brands has been inquired in this study. Reputability and confidence regarding the country of origin are effective in addition to the price and quality during purchase decisions of customers. Likewise, marketing mix role on perceived quality, as being one of the most important effects on customer purchase decision, is important. Survey for the study has been implemented to 820 people online in Germany, in line with national distribution. Pearson correlation analysis has been used for perceived quality with a country of origin effect and the relation between perceived quality total score and its lower dimension total score. A positive relationship has been determined between the country of origin and perceived quality; and also between marketing mix and perceived quality, as a result of data analysis. Favourable relationships have been determined between perceived quality and good quality products and socio-cultural development, being one of the lower dimensions of the country of origin effect; and likewise between lower layers of marketing mix such as higher quality standards, effective and intensive marketing communication and widespread promotions