EFFECTS OF ETHNOCENTRIC TENDENCY ON CONSUMERS' BUYING BEHAVIOUR: SAMPLE OF TURKEY

Abstract

The purpose of the authors in this study was to analyze to what extent consumers’ sense of self and their ethnic origins influence their intentions of buying domestic products through the concept of ethnocentrism. For this purpose, data were collected from a total of 832 participants from 32 cities in Turkey by means of questionnaire. According to the results of this study, CETSCORE was found as 47,4. According to the results of the data analysis conducted, the authors concluded that there was a significant association between consumers’ sense of self, ethnic origin, their intentions of buying domestic products and their ethnocentric tendency. This study is of great importance since it is the first study to discuss the effect of the variables of ethinicty and sense of self on consumer ethnocentrism and since it is the most extensive study including 32 cities about the ethnocentric tendencises of consumers living in Turkey. In addition, another significance of the study is that it is the first study to include 10 different ethinicity and to measure the ethnocentric tendencies of these ethnicities.