Consumer Ethnocentrism at Turkey

Umut Ayik

Diplomová práce

Anotace:

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

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 7. 2020

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 8. 2020
• Vedoucí: Mgr. Ing. Miroslav Jurásek, Ph.D.
• Oponent: Ing. Miroslav Pavlák, Ph.D.

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Business Management and Corporate Finance