Abstract:

Ethnosentrism is that one person sees the environment in which he belongs better than the other environment. The consumer ethnosentrism is based on the consumption of a product belonging to the environment in which one person is in and the rejection of other products. Studies that encourage consumers to prefer domestic brands are not only on a national scale, but are even more localized. In almost every province of our country there is one or more brands belonging to it. This study also sought to understand whether consumers have an ethnosentric thought about the brands belonging to their own provinces. First of all, the study was carried out in the field. As an area, the concept of "ethnosentrism" has been mentioned because the area is limited to what the views are about the products and brands produced in the country. The research section consists of three sections. These sections are, first of all, the Consumer Ethnosentric Trend Scale (CETSCALE), then the scale of participants’ opinions about their homeland brands and finally the demographic characteristics. The research was conducted in the province of Tokat, and the opinions of citizens living in this province were taken. The findings of the research have been placed in the study, and it has been found that citizens generally tend to be consumer ethnosentrism.

Keywords: