THE EFFECT OF ETHNIC IDENTITY PERCEPTION AND CONSUMER ETHNOCENTRISM ON PURCHASE INTENTION IN COFFEE CHAIN STORES

Öz

This research aims to examine the effects of foreign consumers' ethnocentric tendencies and ethnic identity perceptions on their product/service evaluations and purchasing intentions in Turkey. In the study, participants are given three alternative coffee chain stores; These are global, national (host country) and ethnic coffee chain stores, respectively. Convenience sampling method, one of the non-random sampling methods, was used in the research. Face-to-face survey method was used to collect data. Respondents were provided with interpreter support if needed. A total of 384 survey forms were obtained. Regression method was used to analyze the data. As a result of the analysis, it was determined that ethnocentrism and the perception of ethnic identity have a very strong effect on ethnic brands. This study contributes to the existing literature by determining the roles of consumer ethnocentrism and ethnic identity perception for foreign consumers. Additionally, the findings of this study provide guidance for marketers and practitioners in developing marketing strategies.

Anahtar Kelimeler

• Consumer Ethnocentrism
• Ethnic Identity
• Purchase Intention
• Foreign Consumer

KAHVE ZİNCİR MAĞAZALARINDA ETNİK KİMLİK ALGISI VE TÜKETİCİ ETNOSENTRİZMİN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Öz

Bu araştırma Türkiye’de yabancı tüketicilerin, etnosentrik eğilimleri ve etnik kimlik algılarının yönelik ürün/hizmet değerlendirmeleri ile bu satın alma niyetleri üzerine etkilerini incelemeyi amaçlamaktadır. Çalışmada, katılımcılara üç alternatif kahve zincir mağazası vermektedir; bunlar sırasıyla küresel, ulusal (ev sahibi ülke) ve etnik kahve zincir mağazaları şeklindedir. Araştırmada tesadüfi olmayan örnekleme yöntemlerinden kolayda örnekleme yöntemi kullanıldı. Verilerin toplanmasında yüz yüze anket yöntemi kullanıldı. Yanıtlayıcılara, ihtiyaç duyulması halinde, tercüman desteği sağlandı. Toplam 384 anket formu elde edildi. Verilerin analizinde regresyon yönteminden yararlanıldı. Yapılan analizler neticesinde, etnosentrizmin ve etnik kimlik algısının etnik markalar için oldukça güçlü bir etkisi olduğu tespit edildi. Bu çalışma, tüketici etnosentrizmi ve etnik kimlik algısının yabancı tüketiciler için rollerini belirleyerek mevcut literatüre katkıda bulunmaktadır. Ayrıca bu çalışmanın bulguları, pazarlamacılar ve uygulayıcılar için pazarlama stratejileri geliştirme konusunda yol gösterici niteliktedir.

Anahtar Kelimeler

• Tüketici Etnosentrizmi
• Etnik kimlik
• Satın Alma Niyeti
• Yabancı Tüketici

Kaynakça

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