Marketing practices and performance of the turkish clothing industry firms exporting to the european union

Abstract

The study reported here aims to determine the current status of Turkish clothing exporters in terms of organizational/attitudinal characteristics and marketing mix policies as well as to evaluate the problems, expectations and perceptions related to some situational aspects. Another main aim of this study is to determine the characteristics related to the export performance of the firms exporting to the EU. The results of the study give important insights into the strengths and weaknesses of the Turkish clothing exporters in EU markets. This study also presents findings, which give direction to the policies of the Turkish government, industrial associations and related public institutions for the Turkish textile and clothing industry, the sector of the Turkish economy that is most affected by the Customs Union.