Discussing “Consumer Ethnocentrism” in Purchasing Decisions: A Bibliometric Study for Graduate Theses in Turkey

Abstract

The concept of ethnocentrism is a topic that has been studied and continues to be studied in different areas in the literature. In this study, the concept of "ethnocentrism" was examined in the context of graduate thesis studies, which is an academically important indicator, a leading and determining tool, and analyzed in terms of its effect on the consumer purchasing decision process. Considering the conceptual structure and literature of fifty postgraduate theses reached during the analysis process, it was tried to be understood on which problem the research was conducted. While a significant part of the postgraduate studies within the scope of analysis and evaluation consists of master's theses, almost all of these theses were made in the field of business administration. As a result of the research, it has been determined that the concept of ethnocentrism changes based on product, price and origin, is not fully effective in the consumer decision-making process, and varies according to the process.