Author： Camgöz Selin M. Ertem Pelin Sürücü
Publisher： Haworth Press
ISSN： 1045-4446
Source： Journal of Food Products Marketing, Vol.14, Iss.1, 2007-10, pp. : 87-105
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Abstract
This study examines country-of-origin (COO) effect in purchase intentions as a result chocolate of tasting. The application of experimental method, which is not widely recognized in COO literature, constitutes the major importance of this study. An experiment of 2 conditions (COO known/unknown) is conducted with 60 MBA/PhD students. Data is collected after tasting procedure in terms of participant's purchasing preferences as A/B/C/D in the first and Turkish/German/Holland/Switzerland made in the second experimental condition. Findings indicate that intention to purchase proportions substantially changes, both favorably and unfavorably, when COO was revealed. The findings of the study provide some implications to foreign companies searching growth opportunities in Turkish food industry market. doi:10.1300/J038v14n01_06
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