The Impact of National Identity and Culture on Customer Perception of Product Quality; The case of mobile phones in Sweden and Turkey

Abstract:

Abstract

Date: May 2010

Program: International Marketing (Master’s Program)

Authors:

Merve Ertekin                                                                 

Burcak Aydin                                                                  

Tutor: Tobias Eltebrandt

Title: The Impact of National Identity and Culture on Customer Perception of

Product Quality; ‘The case of mobile phones in Sweden and Turkey’

Problem Statement: How may culture affect the ‘product quality perception’ of consumers?

Purpose: What differences can be observed in ‘product quality perception’ of mobile phones in Sweden and Turkey?

Method: A quantitative research has been conducted by using both primary and secondary data. Primary data was gathered from distributing questionnaire to Swedish and Turkish university students and secondary data was collected from books, online resources and articles.

Conclusion:  The authors observed that culture and national identity have an inevitable impact on the product quality perception on customers. Comparison between Turkish and Swedish culture for the case of mobile phones’ quality perception indicated that dissimilar norms and values between cultures were defined quality perception differently.