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

Esen Şahin , Tuğçe Sancı

https://doi.org/10.30976/susead.348121

Cited By: 4

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

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