TÜKETİCİ ETNOSENTRİZMİ VE DAVRANIŞ NİYETLERİ ARASINDAKİ FARKLILIĞIN BELİRLENMESİNDE CETSCALE ÖLÇEĞİ

Abstract

Son yıllarda çok farklı sebeplerle de olsa giderek ülkemizde de yaygınlaşmaya başlayan küreselleşme karşıtlığı sonucu oluşan lokal milliyetçilik akımlarının tüketicilerin satın alma karar sürecine olan etkisi yadsınamaz bir gerçek olarak karşımızda durmaktadır. Son yıllarda özellikle ABD ve AB karşıtlığı ile bunlarla boy ölçüşen Çin karşıtlığı bütün dünyada olduğu gibi ülkemizde de hızla yaygınlaşmaktadır. Bu ve benzer olguların tüketim ve satın alma alışkanlıklarımıza etkisi başta uluslararası pazarlarla çalışan işletmelerimiz ile pazarlama akademisyenlerinin merak ettiği ve çözüm aradığı konuların başında gelmektedir. niyetleri arasında farklılık oluşturması ve büyük şehir - küçük şehir ayrımı ile siyasi duruş farklılıklarının yine etnosentrizm eğilimlerine göre farklılık oluşturması bu çalışmanın önemli bulgularıdır

Keywords

• Tüketici etnosentrizmi, CETSCALE ölçeği, Satın alma niyeti

CETSCALE MEASURE IN DETERMINING THE DIFFERENCES BETWEEN CONSUMER ETHNOCENTRISM AND BEHAVIOR INTENTION

Abstract

Nowadays, for different reasons opposition to globalization has become wide spread in our country and as a result of this event regional nationalism movements affect consumer decision making process for buying. Especially opposition to USA, EU and China has rapidly become widespread in the world as well as Turkey. This fact and its affects on consumption and buying habits are the topics that Turkish businesses in global bases and marketing academicians think about. The main concept in this study - consumer ethnocentrism measured by CETSCALE and eventually it is found that Turkish consumers have middle level about consumer ethnocentrism tendency. The main results of this survey are given below: (i) Turkish consumers’ ethnocentrism scores make difference in their buying behavior intention.(ii)Living in a big or small cities and political preference differences affect ethnocentrism inclination.

Keywords

• Consumer Ethnocentrism, CETSCALE Measure (Consumer Ethnocentrism Tendencies Scale), Purchase Intention

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