@article{2017,title={The Effect Of Consumer Ethnocentrism On Consumer Price Perception},abstractNode={Consumer ethnocentrism and price perception of consumers are considered as factors which affect the decision making process of consumers. The effect of culture has been investigated in the price perception studies. Although consumer ethnocentrism is also considered as a cultural sub dimension, there is no study that measures the effect on consumer price perception in the marketing literature. The main purpose of this study is to examine whether consumer ethnocentrism has an effect on the consumer price perception that are evaluated independently of each other. The sample of this study consisted of 554 individuals and the data from this sample were analyzed using the SPSS 21 program. Firstly, the reliability and validity of the scales were tested. Then factor analysis was applied to the price sense scale. Linear regression analysis was used to measure hypotheses related to the relationship between consumer ethnocentrism and price perception dimensions. With this study, how much consumer ethnocentrism, as an increasing consumer tendency in the world, affects the price perception dimensions, and suggestions for consumer oriented ethnocentric tendencies in firms’ marketing strategies related to price perception have been made.},author={Mustafa ÜNSALAN-& Azra BAYRAKTAR},year={2017},journal={Journal of Academic Value Studies (JAVStudies)}}