Georgian Consumers' Evaluation of Products Sourced From a Geographically Close Proximity Country

摘要

Recent developments in the Caucus region and intensified conflict between Georgia and Russian Federation have brought the attention of both scholars and practitioners to the region. There is now an initiative proposed by the government of Turkey to create a regional pact among the countries of the area (Turkey, Iran, Georgia, Armenia, the Russian Federation, and Azerbaijan). Its sole purpose will be, in addition to resolving political disputes, to assist the further development of the countries of the region. Since its independence in 1991, Georgia has shown a gradual and steady increase in trade between it and its neighbor Turkey. In particular, increased Turkish exports have raised greater attention to perception of Turkish products in the regional markets. Turkey is one of the major trading partners of Georgia. Turkey achieved 12.6% of Georgian export and 14.2% of its imports. Although Russia is the country that exports to Georgia the most, Turkey is the largest product exporter to Georgia. After the collapse of former USSR, uncontrolled export traffic of low-priced, low-quality products toward the region have resulted an unfavorable “Made in Turkey” image for certain product classes such as clothing and leather goods. On the other hand, recent business dealings of more organized trade practices and entrance of better quality Turkish products into the region seems to improve made-in Turkey image for some product classes. This recent trading phenomenon increases the importance of studying Georgian consumer perceptions of products of Turkish origin. Within this general perspective, our research aims to determine Georgian consumers perception of products sourced from Turkey. The study focuses on Georgian consumers' assessment of different product categories. Results based on the analysis of data related to 313 responses indicate that products made in Turkey perceived as low in quality. Home maintenance products sourced from Turkey were relatively high-rated product class. Research results were discussed and certain tentative conclusions were drawn.