Analysis of consumers' ethnocentic tendencies and an application on fast-moving consumer goods

The objective of this study is to treat once again the concept of consumer ethnocentrism within social sciences, to look into ethnocentricm in a theoretical framework, which is analyzing it as a concept directing all attitudes and behaviors, to evaluate and to determine its applicability and its results on different categories of products such as fast-moving consumer goods. It is also aimed to find out the applicability of it in a developing country like Turkey, re-testing its results and in what degree the results can be valid.As a result of questionnaire study among university students, the ethnocentric tendencies for fast-moving consumer goods differentiate according to demographic factors whereas consumers? ethnocentric tendencies differentiate according to overseas experience and to aspect of foreign cultures. In addition to this, a linear relationship was observed in a positive way between university students ethnocentric tendencies and domestic brand choice and perception for fast-moving consumer goods.