THE EFFECT OF CONSUMER ETHNOCENTRISM ON PURCHASING DECISION
Öz
The purpose of this study, although it has been studied many times in international
literature, is to investigate the concepts of consumer ethnocentrism, on which there
are few studies in Turkey, and to do research on a sample selected from Turkey. The
goal is to bring cultural diversity into consumer ethnocentrism.
The study, the results of the study conducted at Niğde University are presented.
Education at the university level and a negative relationship between the levels of
education and ethnocentrism. However, it is seen that there is no negative relation
between the levels of income and ethnocentrism. In other words, the level of
ethnocentrism does not decrease as the level of income increases. Female consumers
are found to be more ethnocentric. There is no positive relation between age and
level of education. That’s to say, it can con be inferred that older consumers are more ethnocentric. Although the results support the general expectation in the
literature in general, some unexpected findings are also encountered.
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