THE CASE OF COUNTRY OF ORIGIN IN AZERBAIJAN PRODUCTS MARKET: PROBLEMS AND SOLUTIONS

Abstract

It is an undeniable fact that there will be some fundamental changes taking place in a market where there is an ongoing transition from centrally governed economy to the free market economy. Changes in the number of product choices and fundamental shifts in consumption habits and consumer expectations can be observed more clearly in transition economies. The aim of this study is to examine the role of the country-of-origin factor in consumers? assesment of the Turkish products in the Azarbaijan market which is an important market for Turkey due to historical and cultural connections. To this end, a survey was carried out in Baku, the Capital city of Azarbaijan. Findings indicate that country-of-origin factor plays an important role consumers? evaluation of foreign branded products in Azarbaijan market. Also, consumers tend to perceive foreign brands as luxury and expensive and it will be a wise to buy domestic products.