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CONSUMER ETHNOCENTRISM ON SOFT DRINK SECTOR: A COMPERATIVE APPLICATION BETWEEN TURKEY & NETHERLANDS

Yıl 2016, Cilt: 4 Sayı: 1, 67 - 95, 31.03.2016

Öz


In our day, a product which is produced at somewhere of the world can have access easily to somewhere else of the world with the effect of the internationalisation and globalization. At this juncture; the cultural qualities of the area at which the product is produced / consumed and these qualities’ effect on the process of penetration and holding on to the market has started to appear. Cultural differences bring along various difficulties. The most important one of these difficulties is consumer ethnocentrism. Especially at today’s conditions which are at the top of the rivalry, firms should take into account targeted consumers’ ethnocentrism level while they are determining their marketing strategies. The main aim of this study is to analyze the ethnocentrism level of Turkey and Netherlands on soft drink sector and to identify the differences between them. According to the results which were obtained by applying CETSCALE scale for soft drink sector, it has been noted that there is a meaningful difference on the levels of consumers’ ethnocentrism between Turkey and Netherlands and also it has been identified that Turkey is more ethnocentric than Netherlands.

Kaynakça

  • Acharya, C. & Elliott, G. 2003. Consumer ethnocentrism, perceived product quality and choice: an empirical investigation. Journal of International Consumer Marketing, 15(4): 87-115.
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  • Akın, M., Çicek, R., Gürbüz, E. & İnal, E. 2009. Tüketici etnosentrizmi ve davranış niyetleri arasındaki farklılığın belirlenmesinde cetscale ölçeği. Ege Akademik Bakış, 9(2): 489-512.
  • Altıntaş, M.H. & Tokol, T. 2007. Cultural openness and consumer ethnocentrism: an empirical analysis of Turkish consumers. Marketing Intelligence and Planning, 25(4): 308-325.
  • Arı, E. S. & Madran, C. 2011. Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü. Öneri, 9(35): 15-33.
  • Armağan, A.E. & Gürsoy, Ö. 2011. Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin cetscale ölçeği ile değerlendirilmesi. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2): 67-77.
  • Asil, H. & Kaya, İ. 2013. Türk tüketicilerin etnosentrik eğilimlerinin belirlenmesi üzerine bir araştırma. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 42(1): 113-132.
  • Aysen, E., Yaylı, A. & Helvacı, E. 2012. Üniversitelerin marka kişiliği algısının belirlenmesi üzerine bir araştırma. İşletme Araştırmaları Dergisi, 4(4): 182-204.
  • Aysuna, C. 2006. Tüketici etnosentrizmi etkisini ölçmede cetscale ölçeği ve Türkiye uygulaması. Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, (Yayınlanmamış Yüksek Lisans Tezi), İstanbul.
  • Balabanis, G. & Diamantopoulos, A. 2004. Domestic country bias, country-of-origin effects and consumer ethnocentrism: a multidimensional unfolding approach. Journal of Marine Science, 32(1): 80-95.
  • Balabanis, G., Diamantopoulos, A., Mueller, R. D. & Melewar, T. C. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1): 157-175.
  • Balabanis, G., Mueller, R. & Melewar, T.C. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing, 15(3/4): 7-37.
  • Bandyopadhyay, S. 2012. Ethnocentrism in Icelandic consumers and its consequences, International Business and Economics Research Journal, Vol. 11: 307-314.
  • Bawa, A. 2004. Consumer ethnocentrism: cetscale validation and measurement of extent. Vikalpa, Vol. 29: 43-57.
  • Canadean. 2014. Soft drinks market insights Turkey, 2014.
  • Candan, B., Aydın, K. & Yamamato, G.T. 2008. A research on measuring consumer ethnocentrism of young Turkish customers purchasing behaviours. Serbian Journal of Management, 3(1): 39-60.
  • Caruana, A. & Magri, E. 1996. The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence and Planning, 14(4): 39-44.
  • Chryssochoidis, G., Krystallis, A. & Perreas, P. 2007. Ethnocentric beliefs and country-of-origin (coo) effect: impact of country, product and product attributes on Greek consumers’ evaluation of food products. European Journal of Marketing, 41(11/12): 1518-1544.
  • Cutura, M. 2006. The impacts of ethnocentrism on consumers’ evaluation processes and willingness to buy domestic vs. imported goods in the case of Bosnia and Herzegovina. South East European Journal of Economics and Business, 1(2): 54-63.
  • Çakır, V. 2008. The relation of knowledge of made in between brand attitude and willingness to purchase. 6th International Symposium Communication in the Millenium, İstanbul: İstanbul University, May 14-16-2008, 769-783.
  • Çilingir, Z. 2014. Tüketici etnik kökenciliği eğilimi ölçeği (cetscale): İstanbul ili tüketicileri üzerine bir pilot araştırma”, International Journal of Economic and Administrative Studies, Year:7 Number 13, Summer 2014 ISSN 1307-9832.
  • Douglas, S. & Nijssen, E. 2003. On the use of ‘‘borrowed’’ scales in cross-national research: a cautionary note. International Marketing Review, Vol. 20: 621-642.
  • Durvasula, S., Andrews, J.C. & Netemeyer, R.G. 1997. A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing, 9(4): 73-93.
  • Durvasula, S. & Lysonski, S. 2006. Impedance to globalization: the impact of economic threat and ethnocentrism. Journal of Global Marketing, 19(3/4): 9-32.
  • Erdogan, B. & Uzkurt, C. 2010. Effects of ethnocentric tendency on consumers’ perception of product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, Vol. 17: 393-406.
  • Eroğlu, A. H. & Sarı, S. 2011. Tüketici etnosentrizmi ve marka bağlılığı arasındaki ilişki. Akdeniz Üniversitesi Uluslararası Alanya İşletme Fakültesi Dergisi, 3(2): 39-55.
  • Eryiğit, C. & Kavak, B. 2011. Moderator roles of interpersonal effects on the influence of consumer ethnocentrism on intention to buy foreign products: a cross cultural testing. Ekonomik ve Sosyal Araştırmalar Dergisi, 7(2): 97-118.
  • Evanschitzky, H., Wangenheim, F.V., Woisetsch L.D. & Blut, M. 2008. Consumer ethnocentrism in the German market. International Marketing Review, 25(1): 7-32.
  • Good, L.K. & Huddleston, P. 1995. Ethnocentrism of Polish and Russian consumers: are feelings and intentions related?. International Marketing Review, 12(5): 35-48.
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İÇECEK SEKTÖRÜNDE TÜKETİCİ ETNOSENTRİZMİ: TÜRKİYE - HOLLANDA KARŞILAŞTIRMALI UYGULAMASI

Yıl 2016, Cilt: 4 Sayı: 1, 67 - 95, 31.03.2016

Öz


Günümüzde uluslararasılaşma ve küreselleşmenin de etkisi ile dünyanın herhangi bir yerinde üretilen bir ürün dünyanın başka bir yerindeki tüketicilere kolaylıkla ulaşabilmektedir. Bu noktada ürünün üretildiği ve tüketildiği coğrafyanın kültürel özellikleri ve bu özelliklerin pazara giriş ve pazarda tutunma süreçlerine etkisi ön plana çıkmaya başlamaktadır. Kültürel farklılıklar çeşitli güçlükleri de beraberinde getirmektedir. Bu güçlüklerin en önemlilerinden bir tanesi de tüketici etnosentrizmidir. Özellikle rekabetin üst seviyelere ulaştığı günümüz koşullarında firmalar, pazarlama stratejilerini belirlerken ulaşmayı hedefledikleri tüketicilerin etnosentrizm düzeylerini de dikkate almalıdır. Bu çalışmanın temel amacı, Türkiye ve Hollanda’nın tüketici etnosentrizm düzeylerinin alkolsüz içecek sektöründe analiz edilmesi ve iki ülke arasındaki farklılıkların tespit edilmesidir. CETSCALE ölçeği yardımıyla toplanan verilerin analiz sonuçlarına göre, alkolsüz içecek sektörü için tüketicilerin etnosentrizm düzeyleri Türkiye ve Hollanda arasında anlamlı bir farklılık göstermekte olup, Türkiye’nin Hollanda’ya göre daha etnosentrik olduğu belirlenmiştir.


Kaynakça

  • Acharya, C. & Elliott, G. 2003. Consumer ethnocentrism, perceived product quality and choice: an empirical investigation. Journal of International Consumer Marketing, 15(4): 87-115.
  • Adorno, T. W., Frenkel, B.E., Levinson, D. & Sanford, R. N. 1950. The authoritarian personality, NY: Harper, Advances in Consumer Research, Vol. 2: 167-79.
  • Akın, M., Çicek, R., Gürbüz, E. & İnal, E. 2009. Tüketici etnosentrizmi ve davranış niyetleri arasındaki farklılığın belirlenmesinde cetscale ölçeği. Ege Akademik Bakış, 9(2): 489-512.
  • Altıntaş, M.H. & Tokol, T. 2007. Cultural openness and consumer ethnocentrism: an empirical analysis of Turkish consumers. Marketing Intelligence and Planning, 25(4): 308-325.
  • Arı, E. S. & Madran, C. 2011. Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü. Öneri, 9(35): 15-33.
  • Armağan, A.E. & Gürsoy, Ö. 2011. Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin cetscale ölçeği ile değerlendirilmesi. Organizasyon ve Yönetim Bilimleri Dergisi, 3(2): 67-77.
  • Asil, H. & Kaya, İ. 2013. Türk tüketicilerin etnosentrik eğilimlerinin belirlenmesi üzerine bir araştırma. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 42(1): 113-132.
  • Aysen, E., Yaylı, A. & Helvacı, E. 2012. Üniversitelerin marka kişiliği algısının belirlenmesi üzerine bir araştırma. İşletme Araştırmaları Dergisi, 4(4): 182-204.
  • Aysuna, C. 2006. Tüketici etnosentrizmi etkisini ölçmede cetscale ölçeği ve Türkiye uygulaması. Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, (Yayınlanmamış Yüksek Lisans Tezi), İstanbul.
  • Balabanis, G. & Diamantopoulos, A. 2004. Domestic country bias, country-of-origin effects and consumer ethnocentrism: a multidimensional unfolding approach. Journal of Marine Science, 32(1): 80-95.
  • Balabanis, G., Diamantopoulos, A., Mueller, R. D. & Melewar, T. C. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1): 157-175.
  • Balabanis, G., Mueller, R. & Melewar, T.C. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing, 15(3/4): 7-37.
  • Bandyopadhyay, S. 2012. Ethnocentrism in Icelandic consumers and its consequences, International Business and Economics Research Journal, Vol. 11: 307-314.
  • Bawa, A. 2004. Consumer ethnocentrism: cetscale validation and measurement of extent. Vikalpa, Vol. 29: 43-57.
  • Canadean. 2014. Soft drinks market insights Turkey, 2014.
  • Candan, B., Aydın, K. & Yamamato, G.T. 2008. A research on measuring consumer ethnocentrism of young Turkish customers purchasing behaviours. Serbian Journal of Management, 3(1): 39-60.
  • Caruana, A. & Magri, E. 1996. The effects of dogmatism and social class variables on consumer ethnocentrism in Malta. Marketing Intelligence and Planning, 14(4): 39-44.
  • Chryssochoidis, G., Krystallis, A. & Perreas, P. 2007. Ethnocentric beliefs and country-of-origin (coo) effect: impact of country, product and product attributes on Greek consumers’ evaluation of food products. European Journal of Marketing, 41(11/12): 1518-1544.
  • Cutura, M. 2006. The impacts of ethnocentrism on consumers’ evaluation processes and willingness to buy domestic vs. imported goods in the case of Bosnia and Herzegovina. South East European Journal of Economics and Business, 1(2): 54-63.
  • Çakır, V. 2008. The relation of knowledge of made in between brand attitude and willingness to purchase. 6th International Symposium Communication in the Millenium, İstanbul: İstanbul University, May 14-16-2008, 769-783.
  • Çilingir, Z. 2014. Tüketici etnik kökenciliği eğilimi ölçeği (cetscale): İstanbul ili tüketicileri üzerine bir pilot araştırma”, International Journal of Economic and Administrative Studies, Year:7 Number 13, Summer 2014 ISSN 1307-9832.
  • Douglas, S. & Nijssen, E. 2003. On the use of ‘‘borrowed’’ scales in cross-national research: a cautionary note. International Marketing Review, Vol. 20: 621-642.
  • Durvasula, S., Andrews, J.C. & Netemeyer, R.G. 1997. A cross-cultural comparison of consumer ethnocentrism in the United States and Russia. Journal of International Consumer Marketing, 9(4): 73-93.
  • Durvasula, S. & Lysonski, S. 2006. Impedance to globalization: the impact of economic threat and ethnocentrism. Journal of Global Marketing, 19(3/4): 9-32.
  • Erdogan, B. & Uzkurt, C. 2010. Effects of ethnocentric tendency on consumers’ perception of product attitudes for foreign and domestic products. Cross Cultural Management: An International Journal, Vol. 17: 393-406.
  • Eroğlu, A. H. & Sarı, S. 2011. Tüketici etnosentrizmi ve marka bağlılığı arasındaki ilişki. Akdeniz Üniversitesi Uluslararası Alanya İşletme Fakültesi Dergisi, 3(2): 39-55.
  • Eryiğit, C. & Kavak, B. 2011. Moderator roles of interpersonal effects on the influence of consumer ethnocentrism on intention to buy foreign products: a cross cultural testing. Ekonomik ve Sosyal Araştırmalar Dergisi, 7(2): 97-118.
  • Evanschitzky, H., Wangenheim, F.V., Woisetsch L.D. & Blut, M. 2008. Consumer ethnocentrism in the German market. International Marketing Review, 25(1): 7-32.
  • Good, L.K. & Huddleston, P. 1995. Ethnocentrism of Polish and Russian consumers: are feelings and intentions related?. International Marketing Review, 12(5): 35-48.
  • Grant, S.E. & Wren, B.M. 1993. Student ethnocentrism: its relevance to the globalization of marketing education. Marketing Education Review, 3(Spring): 10-17.
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  • URL-1: http://www.btso.org.tr
  • http://www.tdk.org.tr
  • http://www.tuik.gov.tr
  • http://www.vu.nl
Toplam 97 adet kaynakça vardır.

Ayrıntılar

Bölüm MAKALELER
Yazarlar

Mehmet Arif Tuncer Bu kişi benim

Haluk Gökşen

Yayımlanma Tarihi 31 Mart 2016
Gönderilme Tarihi 24 Mart 2017
Yayımlandığı Sayı Yıl 2016 Cilt: 4 Sayı: 1

Kaynak Göster

APA Tuncer, M. A., & Gökşen, H. (2016). İÇECEK SEKTÖRÜNDE TÜKETİCİ ETNOSENTRİZMİ: TÜRKİYE - HOLLANDA KARŞILAŞTIRMALI UYGULAMASI. International Review of Economics and Management, 4(1), 67-95.