Effects of ethnocentric tendecies on purchasing behavior example of Turkey

Consumer ethnocentrism is an important feature that has an impact on the perception, attitude, decision, and even behavior of people. Consumer attitudes towards domestic and foreign products differ according to ethnocentrism level. From this point of view, it is aimed to investigate the reflection of consumer ethnocentrism on consumer behaviors and decisions that have an impact on the product from marketing mix components. For this purpose, 405 consumers surveys in Istanbul were applied. According to the findings obtained from the research, consumer ethnocentrism has a meaningful effect on the purchasers' enthusiasm, utilitarian, buying passion and intentional buying behaviors. While the nationalism dimension of ethnocentrism increases the buying behavior, it is reduced by the domestic product effect. In the analyzes made according to the demographic information form, it was determined that nationalism, domestic product preference and ethnic purchase behavior style differ according to sex. The ethnocentric tendencies of participants and the dimensions of shopping behavior patterns all vary with age. Differences according to education level and income level are in the dimensions of nationalism, domestic product preference, utilitarian, hedonistic and shopping ambition.