Thesis (DBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration

In the face of changing conditions and consumer needs around the world, businesses
need to be able to adapt to these conditions and respond to the needs of the consumer
in order to survive. For this reason, companies have to analyze the ethnocentric
tendencies of the consumers, as well as the country of origin of the local product
perceptions and their effects on the purchase intention. The aim of this study is to
reveal the mediating role of consumer ethnocentrism between country of origin of
the local product and purchase intention to local product. For the purpose of the
research, consumer ethnocentrism, country of origin of the local product effect and
purchase intentions for local cheeses of North Cyprus were examined. Quantitative
research method was used in the research. The sample of the research is composed
of consumers in Northern Cyprus. The results show that there is a positive and
positive relationship between consumer ethnocentrism, country of origin of the local
product and purchase intention to local product. According to the results, it was
determined that the consumer ethnocentrism tendencies partially mediated the
relationship between the country of origin scale and the consumer purchase intention.