An Empirical Survey of Consumer Ethnocentrism in Kazakhstan and the Preference of Consumers on Imported Products

Yıl 2017, Sayı: 82, 65 - 90, 01.08.2017

Mahir Nakip Aytaç Gökmen

Öz

The reality of globalization declines the frontiers for cross border international trade and investments as well as functions as a means to converge the consumer needs and expectations on a global base. The convergence of the expectations of consumers is considerably beneficial for international businesses in their international marketing activities. However, this issue does not realize in every country or regional market. Yet, consumer ethnocentrism is a profound obstacle for international businesses which emphasis nationalistic sentiments, pride and the rejection of any product or idea that is made in another country without any rationale reasoning. Thus, this study is aimed at researching the subject of consumer ethnocentrism in the Central Asian Turkish Republic of Kazakhstan. The results indicate that there is not a strong relation between ethnocentric perceptions and product necessity in Kazakhstan. Also, sub-dimensions of ethnocentrism have different correlation levels with each imported products. In addition, religious and moral values are not effective factors in explaining the variation in imported products.

Anahtar Kelimeler

International marketing, international business, consumer ethnocentrism, CETSCALE, Kazakhstan

Kazakistan’da Tüketici Etnosentrizmi Üzerine Ampirik Bir İnceleme ve İthal Ürünler ile İlgili Tüketici Tercihi

Öz

Küreselleşme gerçeği uluslararası işletmecilik ve uluslararası ticaret önündeki engelleri azaltmakta ve de tüketici istek ve beklentilerinin dünya çapında karşılanmasını sağlamaktadır. Tüketici istek ve beklentilerinin küresel ölçekte bütünleşmesi ise uluslararası pazarda faaliyette bulunan işletmelerin işlerini kolaylaştırmaktadır. Ancak, bu konu her ülke ve bölgede aynı biçimde gerçekleşmemektedir. Tüketici etnosentrizmi ise millî duygular, gurur, ve ürünlerin geri çevrilmesini içeren, herhangi bir rasyoneli olmayan ve de millî duyguları vurgulayan önemli bir engel olarak uluslararası işletmelerin önüne çıkar. Dolayısı ile, bu çalışmanın amacı Orta Asya Türk Cumhuriyetleri’nden Kazakistan’da tüketici etnosentrizmini incelemektir. Sonuçlar etnosentrik algı ile ürün gereksinimi arasında güçlü bir korelasyon olmadığını göstermektedir. Ayrıca, etnosentrizm alt boyutları ithal ürünler ile ilgili olarak değişik korelasyon seviyelerine sahiptir. Ek olarak, ithal ürünlerdeki sapmayı açıklamada din ve ahlaki değerler etkin faktörler değildirler.

Anahtar Kelimeler

Uluslararası pazarlama, uluslararası işletmecilik, tüketici etnosentrizmi, CETSCALE, Kazakistan

Kaynakça

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