ETNOCENTRISIM EFFECT IN BRAND PREFERENCES

Purpose- Today, product diversity has increased with globalization. In addition, consumption habits have also changed. Consumers can be affected by many factors in the procurement decision process. In this study, ethnocentrism effect on consumers' brand preferences and functional and symbolic properties of brands are investigated. Methodology- The data were obtained from 403 undergraduate students of Karabük University Business Administration by survey method. The persons involved in the survey were determined by conveniencesampling method. In the analysis of the data, SPSS program was used and Chi-Square analysis and bi-directional ANOVA were performed. Findings- The effect of ethnocentric expression in the selection of local and foreign brands in clothing, chocolate and white goods sector is examined. Conclusion- While ethnocentric expression influenced choices in the clothing sector, the other two sectors did not affect brand choice. Ethnocentric expression has not affected the perception of functional and symbolic properties of brands