SATIN ALMA KARARLARINDA TÜKETİCİ ETNOSENTRİZMİ VE MENŞE ÜLKE ETKİSİ: SELÇUK ÜNİVERSİTESİ İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ’NDE BİR UYGULAMA

Abstract

ÖZ

Küreselleşme ile birlikte dünya tek ve büyük bir pazara dönüşürken, bu dönüşüm tüketici eğilimlerini ve beklentilerini değiştirmiştir. İşletmeler bu değişimi kontrol altına almak ve ayak uydurabilmek için tüketici beklentilerini ve eğilimlerini takip etmek zorundadır. Bunun için tüketicilerin satın alma davranışında hangi faktörlerin etkili olduğunu tespit etmek önem arz etmektedir. Bu faktörler arasında yer alan tüketici etnosentrizmi ve menşe ülke kavramı araştırmanın konusunu oluşturmaktadır. Menşe ülke etkisi bir ürünün ait olduğu ülkenin tüketici gözünde oluşturduğu olumlu ya da olumsuz etkidir. Tüketici etnosentrizmi ise milliyetçilik, vatanseverlik gibi duygulardan dolayı tüketicinin kendi ülke ürünlerini tercih etmesi ve yabancı ülke ürünlerinin alınmasını doğru bulmamasıdır. Çalışmada yabancı uyruklu öğrencilerle, Türkiye Cumhuriyeti uyruğuna sahip öğrencilerin satın alma davranışlarında tüketici etnosentrizmi ve menşe ülke etkisi seçilen örneklemle test ve mukayese edilmiştir. Çalışma bulguları, yabancı uyruklu öğrencilerle Türkiye Cumhuriyeti uyruğuna sahip öğrencilerin etnosentrizm düzeyleri arasında istatistiksel olarak anlamlı farklılıklar olduğunu gösterirken menşe ülke etkisinde istatistiksel olarak anlamlı bir farklılığın olmadığını göstermiştir. Çalışmanın diğer bir incelenen konusu, menşe ülke etkisi ve tüketici etnosentrizmi düzeyinin tüketicilerin yerli gıda ürünleri tercihindeki etkisidir. Bu incelemeye yönelik bulgulara göre tüketicilerin gıda ürünlerini tercihinde tüketici etnosentrizm düzeyinin etkisi mevcutken menşe ülke etkisi mevcut değildir. Çalışma sonucunda elde edilen bulguların literatüre ve işletmelerin pazarlama faaliyetleri kapsamında alacakları kararlara ve oluşturacakları stratejilere katkı sağlaması hedeflenmektedir

Anahtar Kelimeler: Beş, Adet, Anahtar, Kelime, Olmalı

Jel Kodları: M31

Keywords

• Menşe Ülke Etkisi,Tüketici Etnosentrizmi,Satın Alma Kararı

CONSUMER ETHNOCENTRISM AND COUNTRY OF ORIGIN EFFECT ON PURCHASING DECISION: AN APPLICATION IN SELCUK UNIVERSITY FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES

Abstract

ABSTRACT

While the world transformed into a single and large market with globalization, this transformation changed consumer trends and expectations. Businesses have to follow consumer trends and expectation for keeping under control and keeping up to this change. Therefore, It is important to determine which factors are influential in consumers’ purchasing behavior. Among these factors consumer ethnocentrism and country of origin effect concepts are the subject of this study. Country of Origin effect is the positive or negative effect about product’s country on the consumer’s eye. Consumer ethnocentrism is a concept that refer to consumer who prefer own country’s product because of emotion such as nationalism and patriotism. This concept also describes consumer's thinking that purchasing products in foreign countries is immoral. In this study, consumer ethnocentrism and the country of origin effect on purchasing behaviors of students having foreign nationality and Turkish nationality tested and compared with the chosen sample. Study findings revealed that there are statistically significant differences between consumer ethnocentrism level of foreign nationality and Turkish nationality but there are not statistically significant differences in country of origin effect between these groups. Another subject of study is the country of origin effect and the level of consumer ethnocentrism on the consumers’ preference for domestic food product. According to the findings, consumer ethnocentrism level affect consumers' preference of food products but there is no effect on country of origin. It is aimed that the findings obtained from this study will contribute to literature and at the same time contribute the decisions that will be taken by the businesses for marketing and the strategies that they will create.

Keywords: Country of Origin Effect, Consumer Ethnosentrism, Purchase Decision

JEL Codes: M31

Keywords

• Country of Origin Effect,Consumer Ethnosentrism,Purchase Decision

References

1. Abraham, A. ve Patro, S. (2014). ‘Country-of-Origin’Effect and Consumer Decision-making. Management and Labour Studies, 39(3), ss. 309-318.
2. Akaah, I. P. ve Yaprak, A. (1993). Assessing the influence of country of origin on product evaluations: an application of conjoint methodology. Journal of International Consumer Marketing, 5(2), ss. 39-53.
3. Arı, E. S. (2007). Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin Rolü, Yayınlanmamış Yüksek Lisans Tezi, Çukurova Üniversitesi, Sosyal Bilimler Enstitüsü.
4. Arı, E. S. ve Madran, C. (2011). Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü. Marmara Üniversitesi Sosyal Bilimler Enstitüsü Öneri Dergisi, 9(35), ss. 15-33.
5. Asil, H. ve Kaya, I. (2013). Türk tüketicilerin etnosentrik egilimlerinin belirlenmesi üzerine bir arastirma/An empirical study on determining ethnocentric tendencies of Turkish consumers. Istanbul Üniversitesi Isletme Fakültesi Dergisi, 42(1), ss. 113.
6. Aysuna, C. (2006). Tüketici etnosentrizmi etkisini ölçmede CETSCALE ölçeği ve Türkiye uygulaması. Marmara Üniversitesi SBE Basılmamış Yüksek Lisans Tezi, İstanbul.
7. Balabanis, G. ve Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the academy of marketing science, 32(1), ss. 80-95.
8. Balabanis, G., Diamantopoulos, A., Mueller, R. D. ve Melewar, T. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of international business studies, 32(1), ss. 157-175.

9. Balabanis, G., Mueller, R. ve Melewar, T. (2002). The relationship between consumer ethnocentrism and human values. Journal of Global Marketing, 15(3-4), ss. 7-37.
10. Bawa, A. (2004). Consumer ethnocentrism: CETSCALE validation and measurement of extent. Vikalpa, 29(3), ss. 43-58.
11. Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve uygulamada eğitim yönetimi, 32(32), ss. 470-483.
12. Caruana, A. (1996). The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence & Planning, 14(4), ss. 39-44.
13. Chao, P. ve Gupta, P. B. (1995). Information search and efficiency of consumer choices of new cars: Country-of-origin effects. International Marketing Review, 12(6), ss. 47-59.
14. Čutura, M. (2006). The Impacts of Ethnocentrism on Consumers' Evaluation Processes and Willingness to Buy Domestic vs. Imported Goods in the Case of Bosnia and Herzegovina.
15. Dichter, E. (1962). The world customer. Thunderbird International Business Review, 4(4), ss. 25-27.
16. Elliott, G. R. ve Cameron, R. C. (1994). Consumer perception of product quality and the country-oforigin effect. Journal of international Marketing, ss. 49-62.
17. Fischer, P. M. ve Zeugner-Roth, K. P. (2017). Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism. Marketing Letters, 28(2), ss. 189-204.
18. Guo, G. ve Zhou, X. (2017). Consumer ethnocentrism on product judgment and willingness to buy: A meta-analysis. Social Behavior and Personality: an international journal, 45(1), ss. 163-176.
19. Gürbüz, S. ve Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
20. Han, C. M. ve Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of international business studies, 19(2), ss. 235-255.
21. Helgeson, J. G., Kurpis, L. H. V., Supphellen, M. ve Ekici, A. (2017). Consumers' Use of Country-ofManufacture Information? Norway and the United States: Ethnocentric, Economic, and Cultural Differences. Journal of International Consumer Marketing, 29(3), ss. 179-193.
22. Herbig, P. (2014). Handbook of cross-cultural marketing: Routledge.
23. Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations: Sage.
24. Hult, G. T. M., Keillor, B. D. ve Lafferty, B. A. (1999). A cross-national assessment of social desirability bias and consumer ethnocentrism. Journal of Global Marketing, 12(4), ss. 29-43.
25. İslamoğlu, A. H. ve Alnıaçık, Ü. (2016). Sosyal Bilimlerde Araştırma Yöntemleri (5 ed.): Beta Yayıncılık.
26. İslamoğlu, A. H. ve Altunışık, R. (2013). Tüketici davranışları (4 ed.). İstanbul: Beta.
27. İşler, D. B. (2012). Tüketici Entrosentrizmi ve Menşe Ülke Etkisi Ekseninde Satın Alma Kararlarındaki Rolü: CETSCALE Ölçeği İle Bir Uygulama. Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26(26), ss. 93-122.
28. Javalgi, R. G., Khare, V. P., Gross, A. C. ve Scherer, R. F. (2005). An application of the consumer ethnocentrism model to French consumers. International Business Review, 14(3), ss. 325-344.
29. Kibret, A. T. (2016). Consumer Ethnocentrism Tendency in Africa: A Literature Review. Global Journal of Commerce& Management Perspective, 5(4), ss. 97-106.
30. Klein, J. G., Ettenson, R. ve Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. The Journal of Marketing, ss. 89-100.
31. Köksal, Y. ve Tatar, A. (2014). Foreign Product Perception in Albanian Market; an Analysis of Country Origin Image, Ethnocentrism and the Position of Turkish Products/Arnavutluk Pazarinda Yabanci Ürün Algisi, Mensei Ülke Etkisi ve Türk Ürünlerinin Pazardaki Yeri Üzerine Bir Inceleme. Ege Akademik Bakis, 14(4), ss. 571.
32. Kwak, H., Jaju, A. ve Larsen, T. (2006). Consumer ethnocentrism offline and online: the mediating role of marketing efforts and personality traits in the United States, South Korea, and India. Journal of the academy of marketing science, 34(3), ss. 367-385.
33. Lantz, G. ve Loeb, S. (1996). Country of origin and ethnocentrism: an analysis of Canadian and American preferences using social identity theory. NA-Advances in Consumer Research Volume 23.
34. Lawrence, C., Marr, N. E. ve Prendergast, G. P. (1992). Country-of-origin stereotyping: A case study in the New Zealand motor vehicle industry. European Journal of Marketing, 26(3), ss. 37-51.
35. Li, Y. ve He, H. (2013). Evaluation of international brand alliances: brand order and consumer ethnocentrism. Journal of Business Research, 66(1), ss. 89-97.
36. Lu Wang, C. ve Xiong Chen, Z. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects. Journal of Consumer Marketing, 21(6), ss. 391-400.
37. Luque-Martinez, T., Ibanez-Zapata, J.-A. ve del Barrio-Garcia, S. (2000). Consumer ethnocentrism measurement-An assessment of the reliability and validity of the CETSCALE in Spain. European Journal of Marketing, 34(11/12), ss. 1353-1374.
38. Morello, G. (1984). The “made in” issue: a comparative research on the image of domestic and foreign products. European Research, 12(1), ss. 5-21.
39. Nakip, M. (2013). SPSS Destekli Pazarlama Araştırmalarına Giriş (4.Baskı ed.). Ankara: Seçkin Yayıncılık.
40. Nart, S. (2008). Menşe Ülke Etkisinin Tüketici Algılamaları ve Davranışlarına Yansımaları: İngiltere Pazarında Türk ve Alman Markalarinin Karşılaştırılması Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(3), ss. 153-177.
41. Netemeyer, R. G., Durvasula, S. ve Lichtenstein, D. R. (1991). A cross-national assessment of the reliability and validity of the CETSCALE. Journal of marketing research, ss. 320-327.
42. Nijssen, E. J. ve Douglas, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), ss. 23-38.
43. O’Cass, A. ve Lim, K. (2002). Understanding the younger Singaporean consumers’ views of western and eastern brands. Asia Pacific Journal of Marketing and Logistics, 14(4), ss. 54-79.
44. Ozsomer, A. ve Cavusgil, S. T. (1991). Country-of-origin effects on product evaluations: A sequel to Bilkey and Nes review. Enhancing knowledge development in marketing, 2(1991), ss. 269-277.
45. Özçelik, D. G. ve Torlak, Ö. (2011). Marka Kisiligi Algisi ile Etnosentrik Egilimler Arasindaki Iliski: LEVIS ve MAVI JEANS Üzerine Bir Uygulama/Relationship between Brand Personality Perceptions and Ethnocentric Tendencies: An Application on LEVIS and MAVI JEANS. Ege Akademik Bakis, 11(3), ss. 361.
46. Özdamar, K. (2004). Paket Programlar İle İstatistiksel Veri Analizi. Kaan Kitabevi, Eskişehir.
47. Özkalp, E. (2002). Davraniş Bilimlerine Giriş (Vol. 1355): Anadolu Universitesi.
48. Pereira, A., Hsu, C.-C. ve Kundu, S. K. (2005). Country-of-origin image: measurement and crossnational testing. Journal of Business Research, 58(1), ss. 103-106.
49. Peterson, R. A. (1994). A meta-analysis of Cronbach's coefficient alpha. Journal of consumer research, 21(2), ss. 381-391.
50. Peterson, R. A. ve Jolibert, A. J. (1995). A meta-analysis of country-of-origin effects. Journal of international business studies, 26(4), ss. 883-900.
51. Pharr, J. M. (2005). Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands? Journal of Marketing Theory and Practice, 13(4), ss. 34-45.
52. Ray, J. J. ve Lovejoy, F. (1986). The generality of racial prejudice. The Journal of social psychology, 126(4), ss. 563-564.
53. Schooler, R. D. (1965). Product bias in the Central American common market. Journal of marketing research, 2(4), ss. 394-397.
54. Sekaran, U. (2003). Research methods for business: A skill building approach (4 ed.). United States of America: John Wileyand Sons, Inc.
55. Shankarmahesh, M. N. (2006). Consumer ethnocentrism: an integrative review of its antecedents and consequences. International Marketing Review, 23(2), ss. 146-172.
56. Sharma, S., Shimp, T. A. ve Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the academy of marketing science, 23(1), ss. 26-37.
57. Shimp, T. A. (1984). Consumer ethnocentrism: the concept and a preliminary empirical test. NAAdvances in Consumer Research Volume 11.
58. Shimp, T. A. ve Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of marketing research, ss. 280-289.
59. Tajfel, H. (1969). Cognitive aspects of prejudice. Journal of social issues, 25(4), ss. 79-97.
60. Tajfel, H. (1982). Social psychology of intergroup relations. Annual review of psychology, 33(1), ss. 1-39.
61. Teo, P.-C., Mohamad, O. ve Ramayah, T. (2011). Testing the dimensionality of Consumer Ethnocentrism Scale (CETSCALE) among a young Malaysian consumer market segment. African Journal of Business Management, 5(7), ss. 2805.
62. Thelen, S., Ford, J. B. ve Honeycutt, E. D. (2006). Assessing Russian consumers' imported versus domestic product bias. Thunderbird International Business Review, 48(5), ss. 687-704.
63. Thorelli, H. B., Lim, J.-S. ve Ye, J. (1989). Relative importance of country of origin, warranty, and retail store image on product evaluations. International Marketing Review, 6(1), ss. 35-46.
64. Tuncer, M. A. ve Gökşen, H. (2016). İÇECEK SEKTÖRÜNDE TÜKETİCİ ETNOSENTRİZMİ: TÜRKİYE-HOLLANDA KARŞILAŞTIRMALI UYGULAMASI. International Review of Economics and Management, 4(1).
65. Upadhyay, Y. ve Singh, S. K. (2006). Preference for domestic goods: A study of consumer ethnocentrism. Vision: The Journal of Business Perspective, 10(3), ss. 59-68.
66. Uyar, K. ve Dursun, Y. (2015). Farkli Ürün Kategorilerinde Yabanci Markalama ve Tüketici Etnosentrizmi. Journal of Graduate School of Social Sciences, 19(2)
67. Verlegh, P. W. ve Steenkamp, J.-B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of economic psychology, 20(5), ss. 521-546.
68. Watson, J. J. ve Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), ss. 1149-1166.
69. Yelkur, R., Chakrabarty, S. ve Bandyopadhyay, S. (2006). Ethnocentrism and buying intentions: does economic development matter? Marketing Management Journal, 16(2).
70. Yoo, B. ve Donthu, N. (2005). The effect of personal cultural orientation on consumer ethnocentrism: Evaluations and behaviors of US consumers toward Japanese products. Journal of International Consumer Marketing, 18(1-2), ss. 7-44.