Mehmet Arif Tuncer, Haluk Gökşen

7618

İÇECEK SEKTÖRÜNDE TÜKETİCİ ETNOSENTRİZMİ: TÜRKİYE - HOLLANDA KARŞILAŞTIRMALI UYGULAMASI

Günümüzde uluslararasılaşma ve küreselleşmenin de etkisi ile dünyanın herhangi bir yerinde üretilen bir ürün dünyanın başka bir yerindeki tüketicilere kolaylıkla ulaşabilmektedir. Bu noktada ürünün üretildiği ve tüketildiği coğrafyanın kültürel özellikleri ve bu özelliklerin pazara giriş ve pazarda tutunma süreçlerine etkisi ön plana çıkmaya başlamaktadır. Kültürel farklılıklar çeşitli güçlükleri de beraberinde getirmektedir. Bu güçlüklerin en önemlilerinden bir tanesi de tüketici etnosentrizmidir. Özellikle rekabetin üst seviyelere ulaştığı günümüz koşullarında firmalar, pazarlama stratejilerini belirlerken ulaşmayı hedefledikleri tüketicilerin etnosentrizm düzeylerini de dikkate almalıdır. Bu çalışmanın temel amacı, Türkiye ve Hollanda’nın tüketici etnosentrizm düzeylerinin alkolsüz içecek sektöründe analiz edilmesi ve iki ülke arasındaki farklılıkların tespit edilmesidir. CETSCALE ölçeği yardımıyla toplanan verilerin analiz sonuçlarına göre, alkolsüz içecek sektörü için tüketicilerin etnosentrizm düzeyleri Türkiye ve Hollanda arasında anlamlı bir farklılık göstermekte olup, Türkiye’nin Hollanda’ya göre daha etnosentrik olduğu belirlenmiştir.
Anahtar Kelimeler:

Etnosentrizm, Tüketici Etnosentrizmi, CETSCALE

CONSUMER ETHNOCENTRISM ON SOFT DRINK SECTOR: A COMPERATIVE APPLICATION BETWEEN TURKEY & NETHERLANDS

In our day, a product which is produced at somewhere of the world can have access easily to somewhere else of the world with the effect of the internationalisation and globalization. At this juncture; the cultural qualities of the area at which the product is produced / consumed and these qualities’ effect on the process of penetration and holding on to the market has started to appear. Cultural differences bring along various difficulties. The most important one of these difficulties is consumer ethnocentrism. Especially at today’s conditions which are at the top of the rivalry, firms should take into account targeted consumers’ ethnocentrism level while they are determining their marketing strategies. The main aim of this study is to analyze the ethnocentrism level of Turkey and Netherlands on soft drink sector and to identify the differences between them. According to the results which were obtained by applying CETSCALE scale for soft drink sector, it has been noted that there is a meaningful difference on the levels of consumers’ ethnocentrism between Turkey and Netherlands and also it has been identified that Turkey is more ethnocentric than Netherlands.
Keywords:

Ethnocentrism, Consumer Ethnocentrism, CETSCALE.,

PDF

___

  • Acharya, C. & Elliott, G. 2003. Consumer ethnocentrism, perceived product quality and choice: an empirical investigation. Journal of International Consumer Marketing, 15(4): 87-115.
  • Adorno, T. W., Frenkel, B.E., Levinson, D. & Sanford, R. N. 1950. The authoritarian personality, NY: Harper, Advances in Consumer Research, Vol. 2: 167-79.
  • Akın, M., Çicek, R., Gürbüz, E. & İnal, E. 2009. Tüketici etnosentrizmi ve davranış niyetleri arasındaki farklılığın belirlenmesinde cetscale ölçeği. Ege Akademik Bakış, 9(2): 489-512.
  • Altıntaş, M.H. & Tokol, T. 2007. Cultural openness and consumer ethnocentrism: an empirical analysis of Turkish consumers. Marketing Intelligence and Planning, 25(4): 308-325.
  • Arı, E. S. & Madran, C. 2011. Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü. Öneri, 9(35): 15-33.
  • Armağan, A.E. & Gürsoy, Ö. 2011. Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin cetscale ölçeği ile değerlendirilmesi. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2): 67-77.
  • Asil, H. & Kaya, İ. 2013. Türk tüketicilerin etnosentrik eğilimlerinin belirlenmesi üzerine bir araştırma. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 42(1): 113-132.
  • Aysen, E., Yaylı, A. & Helvacı, E. 2012. Üniversitelerin marka kişiliği algısının belirlenmesi üzerine bir araştırma. İşletme Araştırmaları Dergisi, 4(4): 182-204.
  • Aysuna, C. 2006. Tüketici etnosentrizmi etkisini ölçmede cetscale ölçeği ve Türkiye uygulaması. Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, (Yayınlanmamış Yüksek Lisans Tezi), İstanbul.
  • Balabanis, G. & Diamantopoulos, A. 2004. Domestic country bias, country-of-origin effects and consumer ethnocentrism: a multidimensional unfolding approach. Journal of Marine Science, 32(1): 80-95.
  • Balabanis, G., Diamantopoulos, A., Mueller, R. D. & Melewar, T. C. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1): 157-175.
  • Balabanis, G., Mueller, R. & Melewar, T.C. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing, 15(3/4): 7-37.
  • Bandyopadhyay, S. 2012. Ethnocentrism in Icelandic consumers and its consequences, International Business and Economics Research Journal, Vol. 11: 307-314.
  • Bawa, A. 2004. Consumer ethnocentrism: cetscale validation and measurement of extent. Vikalpa, Vol. 29: 43-57.
  • Canadean. 2014. Soft drinks market insights Turkey, 2014.
  • Candan, B., Aydın, K. & Yamamato, G.T. 2008. A research on measuring consumer ethnocentrism of young Turkish customers purchasing behaviours. Serbian Journal of Management, 3(1): 39-60.
  • Caruana, A. & Magri, E. 1996. The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence and Planning, 14(4): 39-44.
  • Chryssochoidis, G., Krystallis, A. & Perreas, P. 2007. Ethnocentric beliefs and country-of-origin (coo) effect: impact of country, product and product attributes on Greek consumers’ evaluation of food products. European Journal of Marketing, 41(11/12): 1518-1544.
  • Cutura, M. 2006. The impacts of ethnocentrism on consumers’ evaluation processes and willingness to buy domestic vs. imported goods in the case of Bosnia and Herzegovina. South East European Journal of Economics and Business, 1(2): 54-63.
  • Çakır, V. 2008. The relation of knowledge of made in between brand attitude and willingness to purchase. 6th International Symposium Communication in the Millenium, İstanbul: İstanbul University, May 14-16-2008, 769-783.
  • Çilingir, Z. 2014. Tüketici etnik kökenciliği eğilimi ölçeği (cetscale): İstanbul ili tüketicileri üzerine bir pilot araştırma”, International Journal of Economic and Administrative Studies, Year:7 Number 13, Summer 2014 ISSN 1307-9832.
  • Douglas, S. & Nijssen, E. 2003. On the use of ‘‘borrowed’’ scales in cross-national research: a cautionary note. International Marketing Review, Vol. 20: 621-642.
  • Durvasula, S., Andrews, J.C. & Netemeyer, R.G. 1997. A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing, 9(4): 73-93.
  • Durvasula, S. & Lysonski, S. 2006. Impedance to globalization: the impact of economic threat and ethnocentrism. Journal of Global Marketing, 19(3/4): 9-32.
  • Erdogan, B. & Uzkurt, C. 2010. Effects of ethnocentric tendency on consumers’ perception of product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, Vol. 17: 393-406.
  • Eroğlu, A. H. & Sarı, S. 2011. Tüketici etnosentrizmi ve marka bağlılığı arasındaki ilişki. Akdeniz Üniversitesi Uluslararası Alanya İşletme Fakültesi Dergisi, 3(2): 39-55.
  • Eryiğit, C. & Kavak, B. 2011. Moderator roles of interpersonal effects on the influence of consumer ethnocentrism on intention to buy foreign products: a cross cultural testing. Ekonomik ve Sosyal Araştırmalar Dergisi, 7(2): 97-118.
  • Evanschitzky, H., Wangenheim, F.V., Woisetsch L.D. & Blut, M. 2008. Consumer ethnocentrism in the German market. International Marketing Review, 25(1): 7-32.
  • Good, L.K. & Huddleston, P. 1995. Ethnocentrism of Polish and Russian consumers: are feelings and intentions related?. International Marketing Review, 12(5): 35-48.
  • Grant, S.E. & Wren, B.M. 1993. Student ethnocentrism: its relevance to the globalization of marketing education. Marketing Education Review, 3(Spring): 10-17.
  • Herche, J. 1992. A note on the predictive validity of the cetscale. Journal of the Academy of Marketing Science, 20(3): 261-4.
  • Hofstede, G. 1984. Culture’s consequences: international differences in work-related values, Abridged Ed., Sage Publications, London.
  • HSU, J. & Nien, H.P. 2008. Who are ethnocentric? examining consumer ethnocentrism in
  • Chinese societies, Journal of Consumer Behaviour, Vol. 7: 436-447.
  • Huddleston, P., Good, L.K. & Stoel, L. 2001. Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail and Distribution Management, 29(5): 236- 246.
  • Hult, G. Tomas M. & Keillor, B.D. 1994. The impact of a social desirability bias on consumer ethnocentrism research: a cross-national perspective. The Journal of Marketing Management, 4(2): 48-55.
  • İşler, Büyüker D. 2013. Tüketici etnosentrizmi ve menşe ülke etkisi ekseninde satın alma kararlarındaki rolü: cetscale ölçeği ile bir uygulama, AİBÜ Sosyal Bilimler Enstitüsü Dergisi, 13(1): 93-121.
  • Javalgi, R., Khare V. & Scherer, R. 2005. An application of the consumer ethnocentrism model to French consumers. International Business Review, Vol. 14: 325-344.
  • Kavak, B. & Gümüşlüoğlu, L. 2007. Segmenting food markets the role of ethnocentrism and lifestyle in understanding purchasing intentions. International Journal of Market Research, 49(1): 71-94.
  • Kaynak, E. & Kara, A. 2001. An Examination of the relationship among consumer lifestyles ethnocentrism, knowledge structures, attitudes and behavioral tendencies: a comparative study in two cis states. International Journal of Advertising, 20(4): 455-482.
  • Khan, M. & Rizvi, S. 2008. Consumer ethnocentrism: relevance and implications for marketers. Journal of Consumer Behavior, Vol. 3: 52-65.
  • Kim, S. & Pysarchik, D.T. 2000. Predicting purchase intentions for uni-national and bi-national products. International Journal of Retail and Distribution Management, 28(6): 280-291.
  • Klein, J.G., Ettenson, R. & Morris, M.D. 1998. The animosity model of foreign product purchase: an empirical test in the people’s Republic of China. Journal of Marketing, Vol. 62: 89-100.
  • Klein, J.G., Ettenson, R. & Krishnan, B. 2006. Extending the construct of consumer ethnocentrism: when foreign products are preferred. International Marketing Review, Vol. 23: 304-321.
  • Klopf, D.W. 2001. Intercultural encounters: the fundamentals of intercultural communication. Third Edition, Englewood, Morton.
  • Knight, G.A. 1999. Consumer preferences for foreign and domestic products. Journal of Consumer Marketing, 16(2): 151–162.
  • Küçükemiroğlu, O. 1999. Market segmentation by using consumer lifestyle dimensions and ethnocentrism: an empirical study. European Journal of Marketing, 33(5/6): 470-487.
  • Kwak, H., Jaju, A. & Larsen, T. 2006. Consumer ethnocentrism offline and online: the mediating role of marketing efforts and personality traits in the United States, South Korea, and Italy. Journal of Academy of Marketing Science, 34(3): 367- 385.
  • Lantz, G. & Loeb, S. 1996. Country of origin and ethnocentrism: an analyses of Canadian and American preferences using social identity theory. Advances in Consumer Research, Vol. 23: 374-8.
  • Lee, W.N., Hong, J.Y. & Lee, S.J. 2003. Communicating with American consumers in the post 9/11 climate: an empirical investigation of consumer ethnocentrism in the United States. International Journal of Advertising, 22(4): 487-510.
  • Levine R.A. & Campbell, D.T. 1972. Ethnocentrism: theories of conflict, ethnic attitudes and group behavior. New York: John Wiley and Sons.
  • Luque-Martinez, T., Ibáñez-Zapata, J.A. & Salvador Del B.G. 2000. Consumer ethnocentrism measurement: an assessment of the reliability and validity of the cetscale in Spain. European Journal of Marketing, 34(11/12): 1353-1373.
  • Marcoux, J,, Eiliactrault, P. & Cheron, E. 1997. The attitude underlying preferences of young urban educated Polish consumers towards product made-in western countries. Journal of International Consumer Marketing, 9(4): 5-29.
  • Mavondo, F.T. & Tan, A. 1999. Reconceptualizing the cetscale (consumer ethnocentric tendency scale), in: proceedings of Australia, New Zealand marketing academy conference 1999: Marketing in the Third Millennium. University of New South Wales, Sidney, Australia.
  • Mittelstaedt, J., Hopkins, C., Raymond, M.A. & Duke, C. 2004. Perceived differences among countries: understanding relative perceptions. Journal of International Consumer Marketing. Vol. 17: 7-31.
  • Mutlu, H. Murat., Çeviker, A. & Çirkin, Z. 2011. Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye ve Suriye üzerine karşılaştırmalı analiz. Sosyo-Ekonomi, Ocak-Haziran, 2011-1: 52-73.
  • Nadiri, H. & Tümer, M. 2010. Influence of ethnocentrism on consumers’ intention to buy domestically produced goods: an empirical study in North Cyprus. Journal of Business Economics and Management, Vol. 11: 444-461.
  • Netemeyer, R.G., Durvasula, S. & Lichtenstein, D.R. 1991. A cross-national assessment of the reliability and validity of the cetscale. Journal of Marketing Research, 28(3): 320-7.
  • Nielsen, J.A. & Spence, M.T. 1997. A test of the stability of the cetscale, a measure of consumers’ ethnocentric tendencies. Journal of Marketing Theory and Practice, 5(4): 68-76.
  • Orth, U. & Firbasova, Z. 2003. The role of consumer ethnocentrism in food product evaluation, Agribusiness, Vol. 19: 137-153.
  • Özçelik, D.G. & Torlak, Ö. 2011. Marka kişiliği algısı ve etnosentrik eğilimler arasındaki ilişki: Levis ve Mavi Jeans üzerine bir uygulama. Ege Akademik Bakış, 11(3): 361-377.
  • Pecotich, A. & Rosenthal, M.J. 2001. Country of origin, quality, brand and consumer ethnocentrism. Journal of Global Marketing, 15(2): 31-60.
  • Pereira, A., Hsu, C.C. & Kundu, S. 2002. The cross-cultural analysis of ethnocentrism in China, India, and Taiwan. Journal of International Consumer Marketing, 15(1): 77-90.
  • Piron, F. 2002. International outshopping and ethnocentrism. European Journal of Marketing, 36(1/2): 189-210.
  • Poon, P., Evangelista, F. & Albaum, G. 2010. Attitudes of migrants towards foreign made products: an explanatory study of migrants in Australia. Journal of Consumer Marketing, Vol. 27: 35-42.
  • Qing, P., Lobo, A. & Chongguang, L. 2012. The impact of lifestyle and ethnocentrism on consumers’ purchase intentions of fresh fruit in China. Journal of Consumer Marketing, Vol. 29: 43-51.
  • Ramayah, T., Mohamad, O., Chee Young, N. & May-Chuin, L. 2011. Testing dimensionality of the consumer ethnocentrism scale (cetscale): assessing reliability and validity in a multicultural context. Australian Journal of Basic and Applied Sciences, Vol. 5: 325-334.
  • Reardon, J., Miller, C., Vida, I. & Kim, I. 2005. The effect of ethnocentrism and economic development on the formation of brand and attitudes in transitional economies. European Journal of Marketing, Vol. 39: 737-754.
  • Saffu, K. & Walker, J. 2005. An assessment of the consumer ethnocentric scale (cetscale) in an advanced and transitional country: the case of Canada and Russia. International Journal of Management, Vol. 22: 556-571.
  • Sharma, S., S., Terence A. & Shin, J. 1995. Consumer ethnocentrism: a test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1): 26-37.
  • Shimp, T.A. 1984. Consumer ethnocentrism- the concept and a preliminary empirical-test. Advances In Consumer Research, Vol. 11: 285-90.
  • Shimp, T.A. & Sharma, S.S. 1987. Consumer ethnocentrism: construction and validation of
  • cetscale. Journal of Marketing Research, Vol. 24, August.
  • Shoham, A. & Brencic, M.M. 2003. Consumer ethnocentrism, attitudes and purchase behavior: an Israel study. Journal of International Consumer Marketing, Vol. 15: 67-86.
  • Singh, S. & Kewlani, S. 2012. Ethnocentrism and “made in tags” go hand in hand for Indian youths “cetscale validation and dimensionality assessment. European Journal of Business and Management, 5(13): 198-211.
  • Strizhakova, Y., Coulter, R.A. & Price, L.L. 2008. Branded products as a passport to global citizenship: perspectives from developed and developing countries. Journal of International Marketing, 16(4): 57-85.
  • Sumner, W.G. 1906. Folkways: A study of the sociological importance of usages, manners, customs, mores and morals. Ginn and Company.
  • Sumner, W.G. 1960. Folkways: a study of the sociological importance of usages, manners, customs, mores and morals. New York, The New American Library of World Literature.
  • Supphellen, M. & Rittenburg, T.L. 2001. Consumer ethnocentrism when foreign products are better. Psychology and Marketing, 18(9): 907–927.
  • Supphellen, M. & Gronhaug, K. 2003. Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism. International Journal of Advertising, 22(2): 203-226.
  • Teo, P-Ch., Mohamad, O. & Ramayah, T. 2011. Testing the dimensionality of consumer ethnocentrism scale (cetscale) among young Malaysian consumer market segment, African Journal of Business Management, Vol. 5: 2805-2816.
  • Turgut A., B. 2010. Tüketici etnosentrizminin satınalma davranışlarına etkisi: hizmet sektöründe bir uygulama. Yayınlanmamış Yüksek Lisans Tezi, Balıkesir Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Uzkurt, C. & Özmen, M. 2004. Tüketici etnosentrizmi ve ülke orijini etkisinin tüketicilerin yerli ve yabancı ürünlere yönelik tutumlarına etkileri. 9. Ulusal Pazarlama Kongresi Bildiriler Kitabı, 262-274.
  • Vida, I. & Fairhurst, A. 1999. Factors underlying the phenomenon of consumer ethnocentricity: evidence from four central European countries. The International Review of Retail, Distribution and Consumer Research, 9(4): 321-337.
  • Vida, I., Dmitrovic, T. & Obadia, C. 2008. The role of ethnic affiliation in consumer ethnocentrism. European Journal of Marketing, Vol: 42: 327-343.
  • Wang, Ch. & Chen, Z. 2004. Consumer ethnocentrism and willingness to buy domestic products in a developing country setting. Testing Moderating Effects, Vol. 21: 391-400.
  • Watson, J.J. & Wright, K. 2000. Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34 (9/10): 1149-1166.
  • Wei, Y., Wright, B., Wang, H. & Yu, C. 2009. An evaluation of the consumer ethnocentric scale (cetscale) among Chinese consumers. International Journal of Global Management Studies, Vol. 1: 18-31.
  • Witkowski, T.H. 1998. Consumer ethnocentrism in two emerging markets: determinants and predictive validity. Advances in Consumer Research, 25(1): 258-63.
  • Wong, C., Polonsky, M. & Garma, R. 2008. The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers’ product assessments. Asia Pacific Journal of Marketing and Logistics. Vol. 20: 455-478.
  • Yapraklı, T.Ş. & Keser, E. 2013. Tüketici etnosentrizmi: beyaz eşya ve içecek sektörlerinde karşılaştırmalı bir saha araştırması, Selçuk Üniversitesi İktisadi ve İdari Bilimler Fakültesi Sosyal ve Ekonomik Araştırmalar Dergisi, 2013: 25.
  • Yelkur, R., Chakrabarty, S. & Bandyopadhyay, S. 2006. Ethnocentrism and buying intentions: does economic development matter?. Marketing Management Journal, 16(2): 26-37.
  • Yoo, B. & Donthu, N. 2005. The effect of personal cultural orientation on consumer ethnocetrism. Journal of International Consumer Marketing, Vol. 18: 7-44.
  • URL-1: http://www.btso.org.tr
  • http://www.tdk.org.tr
  • http://www.tuik.gov.tr
  • http://www.vu.nl
International Review of Economics and Management-Cover
  • ISSN: 2148-3493
  • Yayın Aralığı: Yıllık
  • Başlangıç: 2013
  • Yayıncı: Gökhan ÖZER
Arşiv
Sayıdaki Diğer Makaleler

AHP VE COPRAS YÖNTEMLERİ İLE OTEL ALTERNATİFLERİNİN DEĞERLENDİRİLMESİ

Gizem SARIÇALI, Nilsen KUNDAKCI

INTERGENERATIONAL TRANSMISSION OF HEALTH IN TURKEY

Murat Anil Mercan, Hande Barlın

İÇECEK SEKTÖRÜNDE TÜKETİCİ ETNOSENTRİZMİ: TÜRKİYE - HOLLANDA KARŞILAŞTIRMALI UYGULAMASI

Mehmet Arif Tuncer, Haluk Gökşen

INCENTIVE ROOTS OF MANAGERIAL (EXCESSIVE) RISK TAKING AND AN ASSESMENT OF POLICY RESPONSES

Sadettin Haluk ÇİTÇİ

CREATING A CORPORATE ENTREPRENEURSHIP STRATEGY FOR COMPETITIVE ADVANTAGE

Didem ENGİNOĞLU, Cenk Laçin ARIKAN