EXAMINING THE PROBABLE THREE THESIS OF THE GLOBALIZATION EFFECT ON CULTURE BY MEANS OF THE CONSUMER'S ETHNOCENTRIC TENDENCY LEVEL

Purpose- By the fact that globalization is an influencing factor shaping all structures of society, the aim is to analyze three thesis about the cultural efffects of globalization by consumer ethnocentrism; additionally to examine the consumer ethnocentirsm by demographic factors. Methodology- :  As a descriptive research, the study has been done by face-to-face survey method and convenience sampling conducted on 331 respondents. Findings- In order to measure the ethnocentric levels of consumers, 17-unit CETSCALE scale was used, and the measurement was found to be reliable. According to the analysis, it has been found that the ethnocentric level of Turkish consumers is medium, does not change according to age, but changes according to gender. Also, ethnocentric level of Turkish consumers is lower for those who has higher education level.  Conclusion- According to the study, ‘hybridization’ thesis is found acceptable among three probable thesis of the globalization effect on culture.