Foreign product purchase behavior in transition economies: An empirical analysis of product information sources among Georgian consumers

Ali Riza Apil, Erdener Kaynak, Serkan Yalcin

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

This article analyzes the product information sources that consumers in transition economies, specifically in Georgia, utilize when they consider purchasing foreign products. We surveyed 313 consumers in Georgia regarding 9 sources of product information (experiential knowledge, word of mouth, in-store promotions, television, packaging information, radio, newspapers and magazines, salespeople, and billboards). The findings indicated that personal experience and word of mouth are the 2 most frequently used and highly valued sources of information while salespeople and radio are the 2 least frequently used and least influential sources of information. Education, age, and ethnocentrism exhibited significant impact on the experience source.

Original languageEnglish (US)
Pages (from-to)321-337
Number of pages17
JournalJournal of Promotion Management
Volume13
Issue number3-4
DOIs
StatePublished - Dec 1 2007

All Science Journal Classification (ASJC) codes

  • Marketing

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