The effects of nationalism on consumption habits: The case of Istanbul

In the globalized world, consumption is not only a need but also it is a part of the lifestyle and the culture. Therefore, the societies that consist of consumers became a consumer society. Any consumer is aware of the products that are produced anywhere in the World, thanks to the internet, or visual media. Moreover, a newly produced product is promoted and launched in different places at the same time. The consumers who are exposed to global marketing activities of the global companies have information about many different alternatives and make their decision according to their pieces of information. In today's world, consumers are the decision-makers, thus it is vital to understand them correctly. The success of foreign companies and local companies depends on their ability to meet consumers' requests correctly. Global corporations market the same products in defiance of countries' worth that they market. For instance, Coca-Cola shows coke as a part of the iftar meal in Ramadan. For consumers, the factors they are in significant besides, marketing activities. In this research, the effects of the phenomenon of nationalism, which has been defined and discussed in different ways for years, on consumption habits have been tried to be determined by a survey conducted with 250 participants in Istanbul.