Author(s): T. ?ükrü YAPRAKLI, Ercan KESER
Global consumer culture which is not connected to just one country, generally international in quality represents bigger societies’ cultural identities rather than individually national cultures, ethnic identity defines also the connection of an individual to an ethnic group while defining himself. In this study, levels of the global consumer culture and ethnic identity of the people living in Turkey are determined, from the aspect of product groups, effects on consumption habits were investigated. The research was conducted by applying questionnaire to 3371 consumers, suitable to the aim of the research, in 20 city centers that can represent Turkey’s seven geographic regions. In this study, factor analysis, reliability analysis, correlation analysis, multiple regression analysis, analysis of variance and post hoc test, were used, and the analyses were done by SPSS 17.0 package statistic program. After the multiple regression analysis it is determined that the global consumer culture has significant effects on consumption habits of all products group; ethnic identity has significant effects on all products groups except from food, clothing and communication tools. Moreover, after the correlation analysis, it is also determined that there is a significant correlation between global consumer culture and ethnic identity and in the result of variance analysis from the aspect of the cities that study was conducted significant differences between the level of global consumer culture and ethnic identity were determined.