Influence of Ethnocentric Tendency of Consumers on Their Purchase Intentions in North Cyprus

ABSTRACT

This research investigates whether there is any variation in ethnocentric tendency levels of the consumers when their purchase intentions on the products from different countries of origin are considered. Consumers who are Turkish Cypriots formed the sample for the study. The purchase intention levels of the respondents toward both domestic and import products were compared and the results were evaluated in terms of ethnocentric tendency criteria. For the empirical investigation, consumer ethnocentric tendency and country of origin image perception scales were used. In light of the findings, highly ethnocentric respondents are most likely to purchase domestic products. Furthermore, significant relationships were found between demographic characteristics (gender, education level, and income) and ethnocentrism.

KEYWORDS:

• Consumer ethnocentrism
• country of origin
• CETSCALE
• purchase intention

Notes

∗NTL = New Turkish Lira