Tüketici Entrosentrizmi ve Menşe Ülke Etkisi Ekseninde Satın Alma Kararlarındaki Rolü: CETSCALE Ölçeği İle Bir Uygulama

Abstract

This study aims to define the concept of consumer and of origin that is proposed effects buying behaviors and defines the relationship between these two concepts. According to data obtained from literature; there are some differences in the local and foreign buying behaviors of consumers that have different ethnocentric levels. So it has been suggested that consumers that have a high ethnocentric level will prefer domestic-origin goods. In this study, in Iyas Park, the unique shopping center of Isparta, a survey was conducted with 148 interviewers, by using Cetscale (Consumer Ethnocentrism Tendencies Scale) to define the ethnocentrizm tendencies. Some various levels have been used as regard to ethnocentric tendencies, and to provide ease of analysis and to make the findings more meaningful. It has been examined that whether there are statistical differences between demographic and social features of consumers that have different ethnocentric tendency levels. And it has been also examined that whether there is a statistical difference on various ethnocentric tendency level of consumer's attitude and behavior, regards to origin of country effect. for this purpose, in accordance with the hypothesis, reliability and Chi-square independence (crosstabs) tests have been done in SPSS 17.0 programme. At the end of the analysis it has been counted that 41,9 % of the consumers has a middle level and 36,5% of the consumers has a low level ethnocentrizm tendency. As different from the literature, in the demographic variants, significant differences have found only between the education levels of consumers’ and ethnocentrism levels and between the ethnic origin existences and ethnocentrism levels in statistical term. In addition, statistically significant differences are determined between the levels of ethnocentrism and the country of origin effect which measures proposals.