ETHNOCENTRIC ATTITUDES OF CONSUMERS WORKING AT PUBLIC INSTITUTIONS IN TURKEY

Abstract

Consumer ethnocentrism, which is used to express tendencies of consumers to buy products of their own countries, states importance for global enterprises. There have been studies to identify level of consumer ethnocentrism in Turkey though this study aims at determining level of ethnocentrism of consumers working at public institutions, which has not been discovered yet. Therefore it is targeted at identifying ethnocentric tendencies of consumers working at or retired from public institutions in Ankara, the capital of Turkey, and ascertaining whether there are differences among these tendencies in terms of working years, age, gender and education level. Ethnocentric tendencies of 126 participants were evaluated by factor analysis, correlation test and t test, using CETSCALE. As a result, it was concluded that the ethnocentric tendencies of the participants are low and socio-demographic factors such as working years, age, gender and education level do not have impact on these tendencies.