Country of origin image and consumer ethnocentrism determining attitudes towards the case of Turkey and Azerbaijan

The consumer ethnocentrism is the primary preference of goods and services offered by domestic companies due to the loyalty of consumers to their own country. This loyalty towards domestic products can also lead to negative attitudes towards foreign products. In addition, studies show that country of origin image has an effect on attitude towards the product and purchase intention. From this perspective, both consumer ethnocentrism and country of origin image have an impact on consumers' perceptions, attitudes and purchase intentions towards a product or brand. The purpose of this study is to determine the attitudes of the consumers living in Turkey and Azerbaijan towards the country-of-origin image and consumer ethnocentrism and to examine the differences between the two societies. In this context, a questionnaire was applied to 414 volunteer participants determined by the "easy sampling" method. T-Test and ANOVA analysis were used to determine the differences. The findings demonstrate that there are significant differences between Turkey and Azerbaijan with regard to the attitudes of consumers towards ethnocentrism and their country-of-origin image. In addition, it has been determined that there are differences with regard to demographic characteristics. Keywords: Consumer Behaviour, Country of Origin Image, Consumer Ethnocentrism