Effects of ethnocentric tendency on consumers' perception of product attitudes for foreign and domestic products
Cross Cultural Management: An International Journal
ISSN: 1352-7606
Article publication date: 26 October 2010
Abstract
Purpose
The purpose of this paper is to determine the relationship between consumer ethnocentrism and product attitudes, including country of origin, and to investigate whether ethnocentric tendencies and product attitudes vary by demographic variables.
Design/methodology/approach
Data for the study were collected through a face‐to‐face survey of consumers in Turkey. Of the 300 questionnaires distributed, 283 were accepted as usable for the study. Consumer ethnocentrism was measured by CETSCALE.
Findings
The findings show that shoppers with high levels of ethnocentricity are more likely to be less educated and to earn lower monthly income than those with low levels of ethnocentric tendency. As expected, those with low‐ethnocentricity levels perceive foreign products more favorably than their high‐ethnocentricity counterparts.
Research limitations/implications
The study has two limitations. First, the research sample was located in only one Turkish city which is a clear constraint on the generalizibility of the results. Second, consumers were asked to evaluate the attributes of foreign‐origin products without reference to a specific product group.
Practical implications
These findings provide useful market intelligence for marketing strategists targeting Turkey, but must be generalized with caution.
Originality/value
This paper both supports and contributes to the existing literature by examining consumer ethnocentrism and country of origin together.
Keywords
Citation
Zafer Erdogan, B. and Uzkurt, C. (2010), "Effects of ethnocentric tendency on consumers' perception of product attitudes for foreign and domestic products", Cross Cultural Management: An International Journal, Vol. 17 No. 4, pp. 393-406. https://doi.org/10.1108/13527601011086595
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited