An Empirical Study on Determining Ethnocentric Tendencies of Turkish Consumers

Son yıllarda çok farklı sebeplerle olsa da giderek ülkemizde de yaygınlaşmaya başlayan küreselleşme karşıtlığı sonucu oluşan yerel milliyetçilik akımlarının tüketicilerin satın alma karar sürecine olan etkisi yadsınamaz durumdadır. Bu çalışmada konu ile ilgili temel kavram olan tüketici etnosentrizmi CETSCALE ölçeği ile ölçülmüş ve araştırma kapsamındaki Türk tüketicilerinin orta düzeyde tüketici etnosentrizmi eğilimi gösterdikleri ortaya çıkmıştır. Araştırma kapsamındaki Türk tüketicilerinin sosyo-demografik özellikleri ile tüketici etnosentrizm düzeyleri arasında ilişki bulunmuştur. Ayrıca tüketicilerin etnosentrizm düzeylerinin siyasi görüşlerine göre farklılık göstermesi çalışmanın bulguları arasındadır

In recent years; for different reasons opposition to globalization has become wide spread in our country and as a result of this event regional nationalism movements affect consumer decision making process for buying. The main concept in this study - consumer ethnocentrism measured by CETSCALE and eventually it is found that Turkish consumers have middle level about consumer ethnocentrism tendency. In this study, it was found that there is a relationship between the Turkish consumers' socio-demographic characteristics and the levels of consumer ethnocentrism. In addition; according to the findings of this study differences of consumers’ political opinions also differ the tendencies of consumer ethnocentrism.

Keywords:

Consumer Ethnocentrism, CETSCALE, Political Marketing Analysis of Variance (ANOVA),

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Yayın Aralığı: Yılda 3 Sayı
Başlangıç: 2013
Yayıncı: İstanbul Üniversitesi Yayınevi

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