Abstract:

The objective of this paper is to investigate ethnocentric behavior of Azerbaijani and Kyrgyz consumers. Data for the study were collected through personal interviews in four districts of Bishkek-the capital city of Kyrgyzstan and Baku of Azerbaijan. Survey findings lend support to earlier studies conducted in the United States. Non-ethnocentric Kyrgyz and Azerbaijani consumers have significantly more favorable beliefs, attitudes, and intentions regarding imported products compared to ethnocentric Azerbaijani and Kyrgyz consumers. The findings of the study offer important research, public policy and managerial implications for companies and government agencies alike who are operating in the region.