Ethnocentric Tendency and Religiosity Levels According to Brand Preferences of Consumers

Abstract

Globalization causes intercultural interaction and consumer markets to become similar. However, the impact of cultural factors that affect and differentiate consumer markets is not ignored, and the concepts of ethnocentrism and religiosity are discussed in the literature as an important factor affecting individuals' attitudes and preferences. The aim of this study is to reveal the relationship between consumers' domestic and foreign branded product preferences, their ethnocentric tendencies and their level of religiosity. In order to evaluate consumer preferences, mobile phone brands as an example of shopping goods and cold tea and chocolate brands as an example of convenience goods were determined as product groups in the research. As a result of the research, it was determined that the ethnocentric tendencies and religiousness levels of the participants differed in their tea and chocolate brand preferences. There was no difference in mobile phone brand preference.