Abstract:
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