Abstract:

It is seen that ethnocentric inclined consumers primarily prefer local products. Factors which cause consumers to prefer local products can cause them to buy products produced in the city in which they live. Citizenship is defined as the relationship which exists among people who are born in the same country and who feel that they belong to the same place. It has been found that sometimes these relationships are used as a social identity. The main purpose of this study is to evaluate the relationship between ethnocentrism and citizenship behaviors and to determine whether or not different buying styles have an effect on the tendency to buy products produced in Kayseri and buying behaviors. According to the research results, we obtain findings, which show that there are relations between consumers’ decision-making styles & tendencies to prefer goods that are produced in the place of residence to others and purchase behaviors. Also we reach to the conclusion that there are significant differences between tendencies to prefer goods that are produced in the place of residence in terms of consumers’ age and education states.

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