THE INVESTIGATION OF THE DEMOGRAPHIC FACTORS OF THE ETNOCENTRIC TENDENCY LEVELS OF TURKISH CONSUMERS IN THE CONTEXT OF THE CULTURAL EFFECTS OF GLOBALIZATION

Authors : Husniye ORS, Ozlem CATLİ, Aysegul ERMEC SERTOGLU

Pages : 590-598

Doi:10.17261/Pressacademia.2017.635

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Publication Date : 2017-06-30

Article Type : Research Paper

Abstract :Given the fact that globalization is an influencing  factor shaping all structures of society, it is the testing of three theses with consumer ethnocentrism that is defined in terms of its cultural effects and, additionally, the examination of consumer ethnocentrism in terms of demographic factors. As a descriptive research, it was carried out through a face-to-face survey method and easy sampling and conducted on 230 respondents. A 17-unit CETSCALE scale was used to measure the ethnocentric levels of consumers, and the measurement was found to be reliable. As a result of the analyzes made, it was found that the ethnocentric tendency levels of the Turkish consumers were moderate, that it did not change according to age or gender and that those with higher education levels showed a lower ethnocentric tendency. The research concluded that the `hybridization` thesis was acceptable from possible theses regarding the cultural effects of globalization. 
Keywords : Globalization, culture, ethnocentrism, consumer behavior, marketing