Examining Net Promoter Score (NPS) for Recommending Products in Export Markets: A Case of Turkish Products and Brands in the United States

This study examines the Net Promoter Score (NPS) for recommending products in the export market by exploring the impact of various factors on NPS for Turkish products and brands in the United States. Specifically, the research considers factors that include industry or product categories, the information sources used to learn about the products, the years of purchasing, and consumer demographics. As a first study applying NPS in an international marketing context, the findings based on 427 surveys provided insights into the most purchased product categories, sources of information consumers use, NPS, and the impact of consumer demographics on NPS. Overall NPS indicates that respondents favor recommending Turkish products and brands. All but one NPS are positive for product categories, different information sources, and demographics, suggesting that U.S. consumers are satisfied and willing to recommend Turkish products and brands. These findings show that the managers could utilize NPS to develop effective strategies in international markets.