EFFECTS OF ETHNOCENTRIC TENDENCY ON CONSUMERS' PERCEPTION OF PRODUCT ATTITUDES FOR FOREIGN AND DOMESTIC PRODUCTS [2]

Abstract

Purpose - The first aim of the study is to determine the relationship between consumer ethnocentrism and product attitudes including country of origin. Investigating whether ethnocentric tendencies and product attitudes vary by demographic variables is the second aim. Design/methodology/approach - Data for the study were collected through a face-to-face survey of consumers in Turkey. Of the 300 questionnaires distributed, 283 were accepted as usable for the study. Consumer ethnocentrism was measured by CETSCALE. Findings - The findings show that shoppers with high levels of ethnocentricity are more likely to be less educated and to earn lower monthly income than those with low levels of ethnocentric tendency. As expected, those with low ethnocentricity levels perceive foreign products more favorably than their high-ethnocentricity counterparts. Research limitations/implications - The study has two limitations. First of them is the fact that the research sample was located in only one Turkish city is a clear constraint on the generalizibility of the results. Second, consumers were asked to evaluate the attributes of foreign-origin products without reference to a specific product group. Practical implications - These findings provide useful market intelligence for marketing strategists targeting Turkey, but must be generalized with caution. Originality/value - This study both supports and contributes to the existing literature by examining consumer ethnocentrism and country of origin together.