CONSUMER ETHNOCENTRISM ON SOFT DRINK SECTOR: A COMPERATIVE APPLICATION BETWEEN TURKEY & NETHERLANDS

Yıl 2016, Cilt: 4 Sayı: 1, 67 - 95, 31.03.2016

Mehmet Arif Tuncer Haluk Gökşen

Öz

In our day, a product which is produced at somewhere of the world can have access easily to somewhere else of the world with the effect of the internationalisation and globalization. At this juncture; the cultural qualities of the area at which the product is produced / consumed and these qualities’ effect on the process of penetration and holding on to the market has started to appear. Cultural differences bring along various difficulties. The most important one of these difficulties is consumer ethnocentrism. Especially at today’s conditions which are at the top of the rivalry, firms should take into account targeted consumers’ ethnocentrism level while they are determining their marketing strategies. The main aim of this study is to analyze the ethnocentrism level of Turkey and Netherlands on soft drink sector and to identify the differences between them. According to the results which were obtained by applying CETSCALE scale for soft drink sector, it has been noted that there is a meaningful difference on the levels of consumers’ ethnocentrism between Turkey and Netherlands and also it has been identified that Turkey is more ethnocentric than Netherlands.

Anahtar Kelimeler

Ethnocentrism, Consumer Ethnocentrism, CETSCALE.

İÇECEK SEKTÖRÜNDE TÜKETİCİ ETNOSENTRİZMİ: TÜRKİYE - HOLLANDA KARŞILAŞTIRMALI UYGULAMASI

Öz

Günümüzde uluslararasılaşma ve küreselleşmenin de etkisi ile dünyanın herhangi bir yerinde üretilen bir ürün dünyanın başka bir yerindeki tüketicilere kolaylıkla ulaşabilmektedir. Bu noktada ürünün üretildiği ve tüketildiği coğrafyanın kültürel özellikleri ve bu özelliklerin pazara giriş ve pazarda tutunma süreçlerine etkisi ön plana çıkmaya başlamaktadır. Kültürel farklılıklar çeşitli güçlükleri de beraberinde getirmektedir. Bu güçlüklerin en önemlilerinden bir tanesi de tüketici etnosentrizmidir. Özellikle rekabetin üst seviyelere ulaştığı günümüz koşullarında firmalar, pazarlama stratejilerini belirlerken ulaşmayı hedefledikleri tüketicilerin etnosentrizm düzeylerini de dikkate almalıdır. Bu çalışmanın temel amacı, Türkiye ve Hollanda’nın tüketici etnosentrizm düzeylerinin alkolsüz içecek sektöründe analiz edilmesi ve iki ülke arasındaki farklılıkların tespit edilmesidir. CETSCALE ölçeği yardımıyla toplanan verilerin analiz sonuçlarına göre, alkolsüz içecek sektörü için tüketicilerin etnosentrizm düzeyleri Türkiye ve Hollanda arasında anlamlı bir farklılık göstermekte olup, Türkiye’nin Hollanda’ya göre daha etnosentrik olduğu belirlenmiştir.

Anahtar Kelimeler

Etnosentrizm, Tüketici Etnosentrizmi, CETSCALE

Kaynakça

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