An ethnographic study of understanding the meaning of Turk brand (Case study of Anzali Free Zone)

Document Type : Research Paper

Authors

1 Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran

2 Faculty of management and accounting, Allameh Tabatabai University

10.34785/J018.2019.768

Abstract

Iranian consumers tend to make Turkish products in such a way that many Iranian manufacturers introduce Turkish products and many Iranian sellers describe Iranian products as Turkish. Under these circumstances, Iranian producers are the silent voice of the market. The purpose of the present study is to understand the meaning of the Turkish producers of the Turkish brand using a critical approach to ethnographic research. The statistical population of the study is producers in Anzali Free Zone, the non-probability sampling method is targeted and the sample size is open to achieving theoretical consensus. Semi-structured interviews, indirect and direct observation, participation in individual and collective actions and taking notes were used to collect the required data. The use of induction to examine data collected in the process of observation, interviewing, taking notes, proposing extraction, open coding, concept discovery and axial coding showed that the meaning of Iranian producers of Turkish origin has three categories including turkey’s nationalist government backs brands of Turkish origin, supporting Turkish nationalist brands of Turkish origin and the right place for business is in Turkey.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 63-80

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