Tüketicilerin etnosentrik eğilimlerinin analizi ve hızlı tüketim mallarında bir uygulama

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Thesis Type: Postgraduate

Institution Of The Thesis: Anadolu University, SOSYAL BİLİMLER ENSTİTÜSÜ, İŞLETME ANABİLİM DALI, Turkey

Approval Date: 2012

Thesis Language: Turkish

Student: MEHMET OKAN

Supervisor: Nezihe Figen Ersoy Arca

Open Archive Collection: AVESIS Open Access Collection

Abstract:

The objective of this study is to treat once again the concept of consumer ethnocentrism within social sciences, to look into ethnocentricm in a theoretical framework, which is analyzing it as a concept directing all attitudes and behaviors, to evaluate and to determine its applicability and its results on different categories of products such as fast-moving consumer goods. It is also aimed to find out the applicability of it in a developing country like Turkey, re-testing its results and in what degree the results can be valid.As a result of questionnaire study among university students, the ethnocentric tendencies for fast-moving consumer goods differentiate according to demographic factors whereas consumers? ethnocentric tendencies differentiate according to overseas experience and to aspect of foreign cultures. In addition to this, a linear relationship was observed in a positive way between university students ethnocentric tendencies and domestic brand choice and perception for fast-moving consumer goods.