P/M/380. Dissertation. Investigation into the Buyer Behaviour towards foreign-made and home-made products

The dissertation aims to explore the motives behind Turkish consumers' preferences in making choices between the products of foreign origin and those of domestic origin. The objective of the author is to identify the implications of ethnocentric tendencies in consumption for marketers in Turkey. The author uses the methods of primary data collection (questionnaires) in combination with data interpretation and secondary research techniques (a review of literature on ethnocentrism and consumer behaviour). The factors determining Turkish buying behaviour are disclosed and analysed. Conclusions are made about socio-cultural aspects underlying the preferences of the consumers in a developing country.