Consumer Ethnocentric Tendencies in Purchasing Foreign Products: A Study in Afghanistan / Tüketicilerin Etnosentrik Eğilimleri ve Yabancı Ürün Satın Alma Niyetleri: Afganistan’da Bir Araştırma

Abstract

The major goal of this study is to ascertain the level of ethnocentrism to which Afghan consumers exhibit these tendencies when purchasing products from other countries as well as how their attitudes affect their intention to buy foreign items. It also aims to determine whether gender, marital status and visiting other countries have moderating role or not. Data were collected from 180 respondents in Kabul city, Afghanistan. Descriptive statistics and the structural equation model were used to examine the participant's demographic traits and to test the research Hypotheses. The result of this study shows that Afghan consumers are highly ethnocentric in consuming foreign products. As Afghanistan is an underdeveloped country, Afghan consumers usually evaluate the products and brands of their own countries as inferior to the products and brands of developed countries, and therefore, despite their ethnocentrism, they prefer foreign products. Additionally, gender, marital status and visiting other countries have moderating effects on the variables.

Keywords

• Ethnocentrism
• Consumers’ Behavior
• Purchasing Foreign Products
• Afghanistan

Consumer Ethnocentric Tendencies in Purchasing Foreign Products: A Study in Afghanistan / Tüketicilerin Etnosentrik Eğilimleri ve Yabancı Ürün Satın Alma Niyetleri: Afganistan’da Bir Araştırma

Öz

Bu çalışmanın temel amacı, Afgan tüketicilerin etnosentrik eğilimlerinin yabancı ürün satın alma niyetlerini nasıl etkilediğini ve bu eğilimleri yabancı ürün satın alırken ne düzeyde sergilediklerini tespit etmektir. Çalışma ayrıca cinsiyet, medeni durum ve başka ülke ziyaretlerinin moderatör rolü olup olmadığını belirlemeyi amaçlamaktadır. Veriler, Afganistan'ın Kabil şehrinde 180 katılımcıdan toplanmıştır. Katılımcıların demografik özelliklerini incelemek ve araştırma hipotezlerini test etmek için tanımlayıcı istatistikler ve yapısal eşitlik modeli kullanılmıştır. Bu çalışmanın sonucu, Afgan tüketicilerin yabancı ürünleri tüketmede oldukça etnosentrik olduğunu göstermektedir. Afganistan az gelişmiş bir ülke olduğu için Afgan tüketiciler genellikle kendi ülkelerinin ürün ve markalarını gelişmiş ülke ürün ve markalarından daha düşük görmekte ve bu nedenle etnosentrizmlerine rağmen yabancı ürünleri tercih etmektedirler. Ayrıca cinsiyet, medeni durum ve başka ülkeleri ziyaret etme, değişkenler üzerinde düzenleyici etkiye sahiptir.

Anahtar Kelimeler

• Ethnocentrism
• Consumers’ Behavior
• Purchasing Foreign Products
• Afghanistan

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