Consumer Ethnocentrism at Turkey

Umut Ayik

Master's thesis

Abstract:

In the international marketing environment, a market has begun to share a common culture, where similar perceptions are experienced, and habits begin to resemble each other. Even though consumers are turning into global consumers, it is even more important that such a transformation will be hindered by cultural factors. In recent years, consumers have begun to choose from as many foreign products or brands as they have never met before. The debate about consumer behaviours towards foreign products has been an important topic in the field of international marketing. While some consumers prefer global or foreign products and see them as a symbol of status, others prefer domestic products and have a negative attitude towards foreign or imported products. This attitude leads us to review the concept of ‘Consumer Ethnocentrism’ where the customers tend to deny the foreign products by the cultural backgrounds and preconceptions. In this study, Consumer Ethnocentrism and Cultural Intelligence concepts are examined broadly. This study also focuses on how people’s level of cultural intelligence affects people's consumer behaviour in terms of ethnocentrism phenomena.

Abstract:

In the international marketing environment, a market has begun to share a common culture, where similar perceptions are experienced, and habits begin to resemble each other. Even though consumers are turning into global consumers, it is even more important that such a transformation will be hindered by cultural factors. In recent years, consumers have begun to choose from as many foreign products or brands as they have never met before. The debate about consumer behaviours towards foreign products has been an important topic in the field of international marketing. While some consumers prefer global or foreign products and see them as a symbol of status, others prefer domestic products and have a negative attitude towards foreign or imported products. This attitude leads us to review the concept of ‘Consumer Ethnocentrism’ where the customers tend to deny the foreign products by the cultural backgrounds and preconceptions. In this study, Consumer Ethnocentrism and Cultural Intelligence concepts are examined broadly. This study also focuses on how people’s level of cultural intelligence affects people's consumer behaviour in terms of ethnocentrism phenomena.

Keywords

Ethnocentrism, Consumer Ethnocentrism, Cultural Intelligence(CQ), Country of Origin, Ethnocentric

Language used: English

Date on which the thesis was submitted / produced: 17. 7. 2020

Thesis defence

• Date of defence: 28. 8. 2020
• Supervisor: Mgr. Ing. Miroslav Jurásek, Ph.D.
• Reader: Ing. Miroslav Pavlák, Ph.D.

University of Finance and Administration

Master programme / field:
Economics and Management / Business Management and Corporate Finance