The role of consumer ethnocentrism and country of origin effect on consumer purchase decision

There are lots of factor affecting consumer purchasing decision behaviour, and in the results of many studies the result that ethnocentric tendencies of consumers and country of origin effect have also impacts on this behaviour can be seen. In this respect, consumer behaviour, consumer ethnocentrism and country of origin effect topics were investigated, and the role of consumer ethnocentrism and country of origin effect on consumer purchasing decision behaviour was analysed within the scope of this study. In consequence of the gathered data via survey form conducted on the students of Yeditepe University, Bahçeşehir University and Işık University, the result that participants have low level of ethnocentric tendencies was reached. It was determined that country of origin effect differentiates according to the ethnocentrism levels. Moreover, consumer ethnocentrism is statistically differentiated according to monthly family income, openness towards foreign cultures and closeness with foreign cultures variables. However, consumer ethnocentrism is not statistically differentiate according to age group, gender and marital status variables. KEY WORDS: Ethnocentrism, Consumer Ethnocentrism, Country of Origin, Country of Origin Effect, Consumer Purchase Decision