Business & Management Studies: An International Journal

Yazarlar: Zehra TÜRK

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Anahtar Kelimeler:-

Özet: Consumer ethnocentrism is considered  as a more ethical approach to prefer the domestic products rather than foreign products in buying decisions. The purpose of this study is to determine the relationship between consumer ethnocentrism and buying styles. To this end, determinate hypotheses were tested via correlation and regression analysis and significant results were obtained. As a result of the research, from the consumer ethnocentrism and buying styles, there appears to have a negative relationship between brand awareness, variety confusion, innovation and latest fashion oriented and being accustomed styles. In addition, as a result of regression analysis, it has been determined that consumer ethnocentrism is effective on brand awareness, variety confusion, innovation and latest fashion orientation and habitualbuying styles.

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