*Asst. Prof. Dr., Faculty of Economics and Administrative Sciences, Production and Marketing Management Department, Dumlupinar University, Kutahya, Turkey
**Asst. Prof. Dr. Insurance and Risk Management Department, School of Apllied Sciences, Dumlupinar University, Kutahya, Turkey
Online published on 8 October, 2013.
The aim of this study is to present comparative analysis of consumer ethnocentrism tendencies between Turkish and Azerbaijani university students. This study was carried out through the field research. The data was collected through structured questionnaire from Turkish and Azerbaijani students. A total of 700 usable questionnaires were completed in face-to-face interviews in Turkey and Azerbaijan. Consumer ethnocentrism was measured by the well-tested CETSCALE. The data was analyzed by univariate and multivariate statistical analysis techniques. The results show that all hypotheses developed according to the literature are supported except for three hypotheses. According to the statistical test results, Turkish consumers are more ethnocentric than Azerbaijani consumers, while Turkish male consumers are more ethnocentric than females, Azerbaijani female consumers are more ethnocentric than male consumers, and there is no statistically significant difference in terms of other demographic variables. The study has two limitations. First, the research data was collected by convenience sampling method. Second, the study carried out only includes Turkish and Azerbaijani students. These findings enrich literature and provide useful marketing intelligence for international marketers targeting Turkey and Azerbaijan, but it is not generalized. This study makes a comparative analysis of two countries which are culturally close. It is evident that this study supports and contributes the existing literature by examining consumer ethnocentrism.
Consumer ethnocentrism tendencies, consumer behaviour, CETSCALE, Turkish, Azerbaijani
