The relationship between consumer behavior trends and consumer etnocentrism: Case of Erzurum

Consumers' buying behavior varies among more products. This situation makes the concept of consumer ethnocentrism an important phenomenon in consumer behavior research and international studies. Consumer ethnosnentrism has an important effect in determining the behavior of consumers in purchasing domestic and foreign products. The aim of this study is to determine the factors affecting the shopping habits, tendencies and shopping behavior of consumers and to determine whether they show an ethnocentric tendency. In this study, in which the relationship between consumer behavior tendencies and consumer ethnocentrism was examined, the participants were directed to the "Consumer Ethnocentric Tendency Scale (CETSCALE)" developed by Shimp & Sharma (1987), and the levels of ethnocentrism as well as consumer behavior tendencies scale were applied. With the regression analysis, it was seen that while the consumer brand preference, the shopping environment effect in consumption and the external factors affecting consumption contributed to the model in explaining the consumer ethnocentrism, the dimension of consumer hedonism did not contribute to the model. It is seen that the most impact is caused by external factors. Put differently, in the general result analysis the relationship between consumer behavior tendencies and consumer ethnocentrism was found to be significant.