TÜKETİCİ ETNOSENTRİZMİ VE KÖKEN ÜLKE FAKTÖRÜNÜN SATIN ALMA ÜZERİNE ETKİSİNDE ALGILANAN KALİTENİN MODERATÖR ROLU
MODERATOR ROLE OF PERCEIVED QUALITY IN THE EFFECT OF CONSUMER ETHNOCENTRISM AND COUNTRY OF ORIGINAL FACTOR ON PURCHASE

Summary/Abstract: Today, the companies that can continue their activities achieve positive results by determining and defining the needs of the customers in the best way. The fact that companies know their customers, the criteria in which the product selections are made by the buyers, which factors are affected by the purchasing decisions, and the availability of sufficient resources and the determination of the appropriate strategies provide the companies with a competitive advantage. According to businesses, knowing what consumers want and what their expectations are creates an opportunity to meet and satisfy their needs. This situation is reflected as the importance of consumer behavior in the understanding of marketing. Today, many consumer behavior models have been developed and the factors that affect consumers' purchasing tendencies have been investigated by examining. These studies, which still maintain their importance, are carried out continuously and the factors that have an effect are the subject of research. In the study, the effect of consumer ethnocentrism and origin country understandings, which are among these factors, on purchasing will be investigated and the moderator role of perceived quality in the relationship between these variables will be examined. The main purpose of the study is to investigate the effect of consumer ethnocentrism and country of origin factor on purchase intention and to examine the moderator role of perceived quality in the relationship between these variables. The other aim is to determine the consumer ethnocentrism levels of consumers in Baku and to examine the difference between consumer ethnocentrism and country of origin factor according to demographic characteristics.

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