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Tüketici etnosentrizmi kavramının farklı kuşakların satın alma davranışlarında nasıl bir etkisinin olabileceğinin araştırıldığı çalışmada gerekli analizler yapılmış, literatür incelenmiş, kavramsal çerçeveler oluşturulmuş ve hipotezler kurulmuştur. Tüketiciler ülke ekonomisini korumak, işsizliği önlemek amacıyla etnosentrik davranış sergileyerek yabancı menşeili ürün satın almayla ülkelerine karşı oluşabilecek riskleri önlemeyi amaçlarlar. Etnosentrizm eğilimine sahip tüketiciler bu özelliklerinden dolayı yerli ürün bulunmaması hâlinde kültürlerine en yakın, yaşam tarzlarına uygun, tarihsel geçmişlerinde herhangi bir sıkıntı yaşamadıkları ülkelerin ürünlerini tercih ederler. Bundan dolayı tüketicilerin ürünün menşe ülkesini bilmesi ürünün nerede üretildiği hakkında bilgiye sahip olması için oldukça önemlidir. Çalışmanın amacı, farklı kuşakların satın alma davranışlarında etnosentrik açıdan farklı eğilim gösterip göstermediklerinin incelenmesidir. Araştırmada, tüketicilerin etnosentrizm eğilimini ölçmek amacıyla Shimp ve Sharma tarafından geliştirilen ve 4 boyut, 17 maddeden oluşan Cetscale ölçeği kullanılmıştır. Anket çalışması, Kahramanmaraş ilinde yaşayan farklı kuşaklardaki erkek ve kadın tüketicilerden oluşan 300 kişiye uygulanmıştır. Anketten elde edilen veriler güvenilirlik, faktör, frekans, t Testi, Anova testi ve Post Hoc test analizleri ile incelenmiştir.
In the study that investigates how the concept of consumer ethnosentrism can have an impact on the purchasing behavior of different generations, the necessary analyses were made, literature was studied, conceptual frameworks were created and hypotheses were established. Consumers aim to protect the country’s economy, to prevent unemployment by showing ethnosentric behavior to prevent the risks that may arise against their countries by purchasing foreign products. Consumers with ethnosentrism tend to prefer the products of the countries that are closest to their cultures, in accordance with their lifestyle, in their historical history, without any trouble, if there are no domestic products due to these characteristics. It is therefore very important for consumers to know the country of origin of the product to have the knowledge of where the product is produced. The aim of the study is to study whether different generations have different ethnosentric tendencies in their purchasing behaviors. In the study, the Cetscale scale was developed by Shimp and Sharma to measure consumers’ ethnosentrism tendencies and used a 4-dimensional, 17 substance Cetscale scale. The survey was applied to 300 people consisting of male and female consumers from different generations living in Kahramanmaraş province. The data obtained from the survey was studied through reliability, factor, frequency, t test, Anova test and Post Hoc test analyses.
In the study in which the effect of the concept of consumer ethnocentrism on the purchasing behaviors of different generations was investigated, necessary analyzes were made, the literature was examined, conceptual frameworks were formed and hypotheses were established. Consumer act ethnocentrically in order to protect the country’s economy and prevent unemployment, consumers display an ethnocentric behavior and aim to prevent the risks that may arise against their countries by purchasing foreign products. Because of these characteristics, consumers with an ethnocentrism tendency prefer the products of the countries that are closest to their culture, suitable for their lifestyles, and where they have not experienced any proplems in their historical past, in the absence of domestic products. Therefore, it is very important for consumers to know the country of origin of the product in order to have information about where the product is produced. The aim of the study is to examine whether different generations show different ethnocentric tendencies in their purchasing behaviors. In the research, the Cetscale scale consisting of 4 dimensions and 17 items, developed by Shimp and Sharma, was used to measure the ethnocentrism tendency of consumers. The survey study was applied to 300 people consisting of male and female consumers from different generations living in Kahramanmaraş. The data obtained from the questionnaire were analyzed with reliability, factor, frequency, t-test, Anova test and Post Hoc test analysis.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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