Influence of Consumer Ethnocentrism on the Attitude towards Domestic Products

Abstract

Purpose: The study aims to determine the influence of consumer ethnocentric tendencies on attitude formation towards domestic products.

Design/Methodology/Approach: A quantitative study was done with 156 responses collected from self-administered questionnaires from Delhi-NCR using convenience sampling. CFA, regression, and t-test were applied for statistical analysis.

Findings: Indians exhibited an average ethnocentric attitude towards domestic products. The difference between the attitudes of high and lowethnocentric respondents was marginally significant.

Originality/Value: The present research results help marketers to make consumer ethnocentric tendencies a psychographic segment variable while planning marketing strategies. Marketers can also formulate strategies that include country name (India in our case) to promote domestic goods, especially among the highly ethnocentric consumers.

Paper Type: Empirical Research Paper