We know that global brands adapt their products to the country they are in. In fact, in product diversity a similar situation aforementioned.

The only difference is that this time companies sell the product itself, and not the product itself. adapts the sales strategy per country. Sometimes this situation results in more limited product diversity in Turkey.

For example, although there are 300 varieties of Kit Kat in Japan, there are not so many varieties in our country.

The reason behind this situation is of course that Kit Kat is not pronounced during pronunciation. “to deserve” meaning “kitto katsu” (きっと勝つ) evoke the expression. For this reason, Kit Kat is considered a good luck charm by the Japanese.

The brand is also aware of this, To take advantage of Japanese interest in this product produces Kit Kats in various flavors.

The main reason for the lower product diversity in Turkey is the size of the market and demand!

When brands enter a market or continue their activities in that market, they must do so first characteristics of that market They’re watching. For example, Turkey’s population and economic size are comparable to markets in other countries for some brands. can be smaller.

In this case brands in Turkey according to consumer demands and sales potential We can witness them reducing their product diversity.

Continuing with the example of Kit Kat, a chocolate with ginger or wasabi flavor It does not suit the taste of our country a fact. For this reason, the brand may not prefer to sell these varieties of the product in our country because the demand for these varieties will be low.

This brings us to the second reason: consumer preferences and cultural differences.

of countries cultural characteristics It is also effective in determining the decisions brands will make regarding product diversity.

As we mentioned earlier taste, social norms, cultural structure Some products or variations available abroad may not be in demand or culturally appropriate in Turkey due to country-specific characteristics such as.

Of course, the country’s economic situation is also very effective.

When a brand or product wants to enter another country, the most important factor is selling its products in that country. can sell.

For this reason he purchasing power of the country is one of the most important factors brands consider when it comes to product diversity.

In addition, the country supply chain infrastructure and the country’s trade laws It is one of the points that a brand takes into account when choosing the products it will bring to that country.

As a result, multinational companies operate in different countries Many factors should keep in mind.

Although brands often try to achieve a standard, because the rules, culture and conditions of each country are quite different from each other, while in some countries, such as ours, we see more varieties, In some countries there is less variety of products we can see.

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