Ethnocentric tendencies influence on consumer behavior: Comparison of Turkey and Azerbaijan

The aim of this study is to determine the level of consumer ethnocentric tendency of Turkey and Azerbaijan consumers and to investigate the influence on consumer behavior. According to the data obtained regarding whether the differences between the two countries were studied to reveal the results. In this research in order to determine the level of consumer ethnocentric tendency of a questionnaire has been developed and was used in making comparisons. Including 501 participants from Turkey and 296 participants from Azerbaijan, a total of 797 paticipants were reached. Ethnocentric tendencies of consumers located in the survey with Cetscale were identified and grouped in different levels. The data obtained were analyzed using Chi-square test of independence. Between demographic characteristics and ethnocentric tendencies levels of Turkey and Azebaijan's consumers were made comparison. Between two countries consumers, statistically significant differences were detected. In addition, machiavellian levels of consumers were measured by using Mach-IV scale.