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

Year 2017, Volume: 17 , 145 - 169, 25.08.2017
https://doi.org/10.30976/susead.348121

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



References

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

Year 2017, Volume: 17 , 145 - 169, 25.08.2017
https://doi.org/10.30976/susead.348121

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

References

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  • 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.
  • Arı, E. S. (2007). Satın Alma Kararlarında Tüketici Etnosentrizmi ve Menşe Ülke Etkisinin Rolü, Yayınlanmamış Yüksek Lisans Tezi, Çukurova Üniversitesi, Sosyal Bilimler Enstitüsü.
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  • Caruana, A. (1996). The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence & Planning, 14(4), ss. 39-44.
  • 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.
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  • Gürbüz, S. ve Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
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  • Herbig, P. (2014). Handbook of cross-cultural marketing: Routledge.
  • Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions and organizations across nations: Sage.
  • 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.
  • İslamoğlu, A. H. ve Alnıaçık, Ü. (2016). Sosyal Bilimlerde Araştırma Yöntemleri (5 ed.): Beta Yayıncılık.
  • İslamoğlu, A. H. ve Altunışık, R. (2013). Tüketici davranışları (4 ed.). İstanbul: Beta.
  • 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.
  • 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.
  • Kibret, A. T. (2016). Consumer Ethnocentrism Tendency in Africa: A Literature Review. Global Journal of Commerce& Management Perspective, 5(4), ss. 97-106.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Nakip, M. (2013). SPSS Destekli Pazarlama Araştırmalarına Giriş (4.Baskı ed.). Ankara: Seçkin Yayıncılık.
  • 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.
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Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Esen Şahin

Tuğçe Sancı

Publication Date August 25, 2017
Submission Date June 8, 2017
Acceptance Date July 18, 2017
Published in Issue Year 2017 Volume: 17

Cite

APA Şahin, E., & Sancı, T. (2017). SATIN ALMA KARARLARINDA TÜKETİCİ ETNOSENTRİZMİ VE MENŞE ÜLKE ETKİSİ: SELÇUK ÜNİVERSİTESİ İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ’NDE BİR UYGULAMA. Sosyal Ekonomik Araştırmalar Dergisi, 17, 145-169. https://doi.org/10.30976/susead.348121