An empirical study that determining the effect of ethnocentric tendency on white-goods preferency of individuals' who living centrum in Kütahya

ABSTRACT AN EMPIRICAL STUDY THAT DETERMINING THE EFFECT OF ETHNOCENTRIC TENDENCY ON WHITE-GOODS PREFERENCY OF INDIVIDUALS' WHO LIVING CENTRUM IN KUTAHYA ZENGİN, İlkay Phd Thesis, Department of Business Administration, Adviser: Yrd. Doç. Dr. Müberra YURDAKUL June, 2013, 145 pages The purpose of this study is, to test the consumer ethnocentrism bias concepts on Turkish consumers. In order to understand what the consumer needs, wants, and expects from the organizations, it's important to know about the level of consumers' ethnocentric tendencies, the evaluation of country of origin effect and the etnosentric tendencies effect of buying intention of domestic white-good brands. Also, to what extent the nations or cultures prefer domestic (native) products versus foreign goods. For this reason, an ampirical study of consumer etnocentrizm on white-goods preferency of individuals who living centrum in Kutahya. In the first part of the study, the factors influencing the consumer buying desicions and the consumer ethnocentrism concept by presenting vastly with examples of the related literature with the antecedents of etnocentric tendency. In second part, we investigated the white-goods sector and consumer behavior in white-goods sector. The method and findings of study are taking third part. The results of the empirical study, that was accomplished on consumers who live in Kutahya, is presented by supporting tables. It has been found that, ethnocentric tendencies of Turkish consumers are not very high level. The relation between the levels of ethnocentrism and the demographic characteristics has been found partially supporting the literature. Keywords: Consumer Ethnocentrism, Purchase Intension