An Empirical Survey of Consumer Ethnocentrism in Kazakhstan and the Preference of Consumers on Imported Products

Year 2017, Issue: 82, 65 - 90, 01.08.2017

Mahir Nakip Aytaç Gökmen

Abstract

The reality of globalization declines the frontiers for cross border international trade and investments as well as functions as a means to converge the consumer needs and expectations on a global base. The convergence of the expectations of consumers is considerably beneficial for international businesses in their international marketing activities. However, this issue does not realize in every country or regional market. Yet, consumer ethnocentrism is a profound obstacle for international businesses which emphasis nationalistic sentiments, pride and the rejection of any product or idea that is made in another country without any rationale reasoning. Thus, this study is aimed at researching the subject of consumer ethnocentrism in the Central Asian Turkish Republic of Kazakhstan. The results indicate that there is not a strong relation between ethnocentric perceptions and product necessity in Kazakhstan. Also, sub-dimensions of ethnocentrism have different correlation levels with each imported products. In addition, religious and moral values are not effective factors in explaining the variation in imported products.

Keywords

International marketing, international business, consumer ethnocentrism, CETSCALE, Kazakhstan

Kazakistan’da Tüketici Etnosentrizmi Üzerine Ampirik Bir İnceleme ve İthal Ürünler ile İlgili Tüketici Tercihi

Abstract

Küreselleşme gerçeği uluslararası işletmecilik ve uluslararası ticaret önündeki engelleri azaltmakta ve de tüketici istek ve beklentilerinin dünya çapında karşılanmasını sağlamaktadır. Tüketici istek ve beklentilerinin küresel ölçekte bütünleşmesi ise uluslararası pazarda faaliyette bulunan işletmelerin işlerini kolaylaştırmaktadır. Ancak, bu konu her ülke ve bölgede aynı biçimde gerçekleşmemektedir. Tüketici etnosentrizmi ise millî duygular, gurur, ve ürünlerin geri çevrilmesini içeren, herhangi bir rasyoneli olmayan ve de millî duyguları vurgulayan önemli bir engel olarak uluslararası işletmelerin önüne çıkar. Dolayısı ile, bu çalışmanın amacı Orta Asya Türk Cumhuriyetleri’nden Kazakistan’da tüketici etnosentrizmini incelemektir. Sonuçlar etnosentrik algı ile ürün gereksinimi arasında güçlü bir korelasyon olmadığını göstermektedir. Ayrıca, etnosentrizm alt boyutları ithal ürünler ile ilgili olarak değişik korelasyon seviyelerine sahiptir. Ek olarak, ithal ürünlerdeki sapmayı açıklamada din ve ahlaki değerler etkin faktörler değildirler.

Keywords

Uluslararası pazarlama, uluslararası işletmecilik, tüketici etnosentrizmi, CETSCALE, Kazakistan

References

• Bagozzi, Richard. P. (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. A Comment”. Journal of Marketing Research, 18 (3): 375-381.
• Bahaee, Mahmood.; Pisani, Michael. (2009).“The Use of the Consumer Ethnocentrism and Consumer Animosity Scales in Iran: A Research Note”. Thunderbird International Business Review, 51 (2): 143-150.
• Balabanis, George.; Mueller, Rene.; Melewar, T.C. (2002). “The Relationship Between Consumer Ethnocentrism and Human Values”. Journal of Global Marketing, 15 (4): 7-37.
• Cumberland, Fleming.; Solgaard, Hans Stubbe.; Nikodemska-Wolowik, Anna Maria. (2010). “The Effects of Consumer Ethnocentrism and Country of Origin on Polish Consumers’ Evaluation of Foreign Manufactured Products”. Journal of East-West Business, 16 (3): 231-252.
• Chan, Tsang Sing.; Chan, Kenny.K.; Leung, Lai-cheung. (2010). “How Consumer Ethnocentrism and Animosity Impair the Economic Recovery of Emerging Markets”. Journal of Global Marketing, 23 (3): 208-225.
• Chan, Tsang Sing; Cui, Geng; Zhou, Nan. (2009). “Competition Between Foreign and Domestic Brands: A Study of Consumer Purchases in China”. Journal of Global Marketing, 22 (3): 181-197.
• Cleveland, Mark.; Laraoche, Michael.; Papadopoulos, Nicolas. (2009). “Cosmopolitanism, Consumer Ethnocentrism and Materialism: An Eight Country Study of Antecedents and Outcomes”. Journal of International marketing, 17 (1): 116-146.
• de Moura Enfracia Giraldi, Janaina.; Ikeda, Anna Akemi. (2009). “Personal Values and the ‘country of origin effect’: the moderating role of consumers’ demographics”. International Journal of Consumer Studies, 33 (3): 309-315.
• Fornell, Claes.; Larcker, David . (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”. Journal of Marketing Research, 18 (1): 39-50.
• Hair, Joseph; Jr.-Andreson, Rolph. E.; Tahtam, Ronald. ; Black, William. (1998). Multivariate Data Analysis, Fifth Edition Prentice-Hall International Inc, New Jersey, USA.
• Hamelin, Nicolas; Ellouzi, Meriam; Canterbury, Andrew. (2011). “Consumer Ethnocentrism and Country of Origin Effects in the Moroccan Market”. Journal of Global Marketing, 24 (3): 228-244.
• Hoyle, Rick. (1995). Structural Equation Modeling: Concepts, Issues and Applications, Sage Publication Inc. London, UK.
• Huddleston, Patricia; Good, Linda ; Stoel, Leslie. (2000). “Consumer ethnocentrism, product necessity and quality perceptions of Russian Consumers”. The International Review of Retail, Distribution and Consumer Research, 10 (2): 167-181.
• John, Anna; Brandy, Malcolm Paul. (2011). “Exploration of the Dimensionality of the Consumer Ethnocentric Tendencies Scale in Mozambique”. Journal of African Business, 12 (1): 114-132.
• Kipnis, Eva; Kubacki, Krzysztof; Broderick, Amanda; Siemieniako, Dariusz; Pisarenko, Nataliya. (2012). ‘”They don’t want us to become them’: Brand Local Integration and consumer ethnocentrism”. Journal of Marketing Management, 28 (8): 836-874.
• Lee, Wong; Hong, Jim.; Lee, Jong. (2003). “Communicating with American consumers in the post 9/11 climate: an empirical investigation of consumer ethnocentrism in the United States”. International Journal of Advertising, 22 (2): 487-510.
• Parker, R.Stephen; Haytko, Diana L.; Hermans, Charles. (2011). “Ethnocentrism and its Effect on the Chine Consumer: A Treat to Foreign Goods”. Journal of Global Marketing, 24 (1): 4-17.
• Pereira, Arun.; Hsu, Chin Chun.; Kundu, Sumit. (2002). „A Cross Cultural Analysis of Ethnocentrism in China, India and Taiwan”. Journal of International Consumer Marketing, 15 (1): 77-90.
• Peter, J. Paul. (1981). “Construct Validity: A Review of Basic Issues and Marketing Practices”. Journal of Marketing Research, 18 (2): 133-145.
• Puzakova, Marina; Kwak, Hyokjin; Andras, Trina Larsen. (2010). „Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market”. International Journal of Advertising, 29 (5): 727-764.
• Ramayah, T.; Mohamad, Osman; Young, Nick; Lo, May-Chium. (2011). “Testing Dimensionality of the Consumer Ethnocentrism Scale (CETSACLE): assessing Reliability and Validity in a Multicultural Context”. Australian Journal of Basic and Applied Sciences, 5 (9): 325-334.
• Schermelleh-Engel, Karin; Moosbrugger, Helfried; Müler, Hans. (2003). „Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures”. Methods of Psychological Research Online, 8 (2): 23-74.
• Schumacker, Randall; Richard Lomax. (2004). Beginner’s Guide to Structural Equation Modeling, Lawrence Erlbaum Associates Inc. New Jersey, USA.
• Shimp, Terence; Sharma, Subhash. (1987). “Consumer ethnocentrism: Construction and validation of the CETSCALE”. Journal of Marketing Research, 24(3): 280-289.
• Sohail, M.Sadiq; Sahin, Osman Gökhan. (2010). „Country of Origin Effects on Consumers’ Evaluations of Automobiles: Perspectives from a Developing Nation”. Journal of International Consumer Marketing, 22 (3): 245-257. Shoham, Aviv; Brencic., Maja Makovec. (2003). “Consumer Ethnocentrism, Attitudes and Purchase Behavior”. Journal of International Consumer Marketing, 15 (4): 67-86.
• Sumner, William Graham (1906). Folkways: a study of the sociological importance of usages, manners, customs, mores, and morals. Ginn and Co. Boston, USA.
• Thelen, Shawn ; Thelen, Tanya; Mahnini, Vincent P.; Honeycutt, Earl jr. (2009).
• “An Introduction to the Offshore Service Ethnocentrism Construct”. Services Marketing Quarterly, 30 (1): 1-17.
• Watchravesringkan, K.Tittichai. (2011). “Exploring antecedents and consequences of consumer ethnocentrism: evidence from Asian immigrants in the US”. International Journal of Consumer Studies, 35 (4): 383-390.