Ethnocentric Tendency and Religiosity Levels According to Brand Preferences of Consumers

Year 2022, Volume: 9 Issue: 2, 342 - 354, 29.12.2022

Tuğçe Aksoy Erkatrancı , Duygu Koçoğlu , Selçuk Burak Haşıloğlu

https://doi.org/10.47097/piar.1173847

Abstract

Globalization causes intercultural interaction and consumer markets to become similar. However, the impact of cultural factors that affect and differentiate consumer markets is not ignored, and the concepts of ethnocentrism and religiosity are discussed in the literature as important factors affecting individuals' attitudes and preferences. The aim of this study is to reveal the relationship between consumers' domestic and foreign branded product preferences, their ethnocentric tendencies and their level of religiosity. In order to evaluate consumer preferences, mobile phone brands as an example of shopping goods and cold tea and chocolate brands as an example of convenience goods were determined as product groups in the research. As a result of the research, it was determined that the ethnocentric tendencies and religiousness levels of the participants differed in their tea and chocolate brand preferences. There was no difference in mobile phone brand preference.

Keywords

: Ethnocentric tendency, religiosity, consumer preference

Tüketicilerin Marka Tercihlerine Göre Etnosentrik Eğilim ve Dindarlık Düzeyleri

Abstract

Küreselleşme tüketici pazarlarının birbirine benzer hale gelmesine ve kültürler arası etkileşimin gerçekleşmesine neden olmaktadır. Bununla birlikte tüketici pazarlarını etkileyen ve farklılaştıran kültürel faktörlerin etkisi de gözardı edilmemekte, etnosentrizm ve dindarlık kavramları bireylerin tutumlarını ve tercihlerini etkileyen önemli faktörler olarak literatürde tartışılmaktadır. Bu çalışmanın amacı tüketicilerin yerli ve yabancı markalı ürün tercihleri ile etnosentrik eğilimleri ve dindarlık düzeyleri arasındaki ilişkiyi ortaya çıkarmaktır. Tüketici tercihlerini değerlendirmek için beğenmeli mallardan cep telefonu markaları, kolayda mallardan ise soğuk çay ve çikolata markaları araştırmada ürün grupları olarak belirlenmiştir. Araştırma sonucunda katılımcıların etnosentrik eğilimlerinin ve dindarlık düzeylerinin, çay ve çikolata marka tercihlerinde farklılık gösterdiği tespit edilmiştir. Cep telefonu marka tercihinde ise herhangi bir farklılık bulunamamıştır.

Keywords

: Etnosentrik eğilim, dindarlık, tüketici tercihi

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