Examining of the relationship between individual values and consumer etnocentrism: Research on Dumlupinar University students

Today, ever increasing competitive environment, globalization and technological developments have led to a number of changes in understanding of marketing. As a result of these changes, the importance of consumers increased for the producers; consumer behaviours and the factors affecting consumer behaviours gained importance for the marketers.Investigating and understanding of the reasons behind consumer behaviours provides important clues for the way marketing activities follow. By investigating consumers ethnocentrism and individual values, it is possible to develop new perspectives on the concepts of production and marketing.The effects of these and similar phenomena on consumption and purchasing habits are important for marketing and international marketing companies.Investigation of these effects before production and marketing will enable the determination of product objectives that will fully meet the needs and wishes of consumers; this will allow companies to establish superiority over their competitors. This study aims to measure the relationship between individual values and consumer ethnocentrism.Value and Individual values in the first part of the study; In the second part, consumer ethnocentrism is discussed.In the third part of the study, 311 questionnaires distributed to Dumlupınar University students within the scope of the study were analyzed by using SPSS 22 statistical program.The results of the study are presented by using the Normallik Distribution Test, Reliability Analysis, Independent Groups t Test, ANOVA Test, Pearson Correlation Test and Multiple Regression Tests. Keywords: Value, Individual Value, Consumer Ethnocentrism